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Issued: Lund (Sweden), London (UK) and Philadelphia (US)

The Bone and Joint Decade (BJD) international initiative and GlaxoSmithKline (GSK) today announced the launch of the LIBERATE™ joint pain management programme during the BJD’s World Conference in Lund, Sweden. The BJD, which is endorsed by the United Nation’s World Health Organisation, and GSK have partnered to develop the global programme that provides information on practical and clinically proven techniques that people can use to self-manage their joint pain.

“Our vision is that the programme will motivate and enable people worldwide with joint pain to take an active role in their own care through the provision of education and information,” said Professor Anthony Woolf, member of the BJD International Steering Committee, and rheumatologist from the Royal Cornwall Hospital in the UK.

The educational programme emphasises the importance of a holistic approach to joint pain management by focusing on six essential areas: diet, exercise, medications, mental attitude, tools and devices and alternative therapies. The programme provides ideas and techniques from medical experts that people with joint pain can immediately incorporate into their lives.

Musculoskeletal conditions, which include arthritis, are the leading cause of disability and time off work for sick leave around the world. Osteoarthritis is the most common form of arthritis and affects more than 135 million people worldwide. It is the fourth most frequent cause of health problems in women worldwide and the eighth in men.

“The incidence of musculoskeletal conditions, such as osteoarthritis, increases markedly from the age of 40 years. As the global population ages, the number of people with joint pain is expected to increase significantly. The aim of this programme is to show that there are simple ways to reduce joint pain, improve mobility, slow down the damage to joints, and enhance quality of life,” stated Jacqueline Bain, a GSK global director of medical marketing.

The LIBERATE™ programme materials are currently written in English and will be translated into multiple languages throughout 2011. They will be available at from September 30. In some countries, the materials will be disseminated by local GSK operations in collaboration with the BJD National Action Networks.

Bone and Joint Decade – an international initiative with the mission of improving the quality of life of people with musculoskeletal conditions. It is endorsed by the United Nations and World Health Organisation, as well as 73 governments from around the world. It is comprised of National Action Networks in 65 countries and with the support of more than 750 related organisations globally. For further information please visit

GlaxoSmithKline – one of the world’s leading research-based pharmaceutical and healthcare companies – is committed to improving the quality of human life by enabling people to do more, feel better and live longer. For further information please visit LIBERATE is a registered trademark of the GlaxoSmithKline group of companies.

GlaxoSmithKline enquiries:


UK Media enquiries:

David Mawdsley

(020) 8047 5502


Claire Brough

(020) 8047 5502


Stephen Rea

(020) 8047 5502


Alexandra Harrison

(020) 8047 5502


Jo Revill

(020) 8047 5502




US Media enquiries:

Nancy Pekarek

(919) 483 2839


Mary Anne Rhyne

(919) 483 2839


Kevin Colgan

(919) 483 2839


Sarah Alspach

(919) 483 2839

For further press information, please contact the BJD office:

Ms Sara Martin
BJD Communications Manager
Tel: +32 476 274 325

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