Amrit Dhaliwal, founder and chief executive of Walfinch Home Care, recently took an unconventional approach to raising awareness about osteoporosis. To mark World Osteoporosis Day, he spent a day with his arm in plaster to experience, in a small way, the daily discomfort faced by those living with the condition. His action was part of a wider campaign to promote the Great British Bone Check, a free online tool created to help people assess their risk of developing osteoporosis.
Reflecting on the experience, Mr. Dhaliwal described the plaster as “painful and awkward,” offering a small glimpse into the reality of life with fragile bones. “It gave me a sense of the challenges that millions of people face every day,” he said. As a business ambassador for the Royal Osteoporosis Society (ROS), Mr. Dhaliwal is working to amplify awareness and encourage early detection through meaningful, action-driven advocacy.
Ian Thompson, chief executive of the Royal Osteoporosis Society, commended the effort, noting that innovative campaigns like this help break through public apathy. “Osteoporosis is often overlooked until a fracture occurs. Initiatives like the Great British Bone Check give people the power to take control of their bone health before it’s too late,” he said.
Amy Thompson, head of communications at the ROS, added that partnerships with businesses such as Walfinch Home Care are crucial to reaching wider audiences. “When leaders like Amrit use their influence to highlight health issues, it brings credibility and compassion to the cause. It encourages more people to check their risk and take preventive action,” she explained.
For Walfinch, a leading home care franchise focused on promoting independence and wellbeing, this campaign aligns closely with its values. The company integrates public health awareness into its operations, supporting both clients and caregivers through initiatives like Thrive Clubs, which promote healthy lifestyles. Mr. Dhaliwal’s gesture may have lasted only a day, but it carried a powerful message: that empathy and leadership go hand in hand in creating a healthier, more caring society.
