In series of three experiments young women's attention patterns were analyzed using eye tracking to deteremine the most effective viewing format and message content for presenting osteoporosis prevention ads. In Experiment 1A ads including both images and text attracted more attention than the image-only or text-only formats, p < .01. Experiment 1B revealed that osteoporosis ads attract significantly less attention than fashion and beauty ads (p < .01) and exercise apparel ads (p < .01). The last experiment revealed that osteoporosis ads featuring exercise messages were more effective at capturing attention than those promoting increased calcium and vitamin D consumption (p < .01). These findings may inform the way in which future osteoporosis prevention ads are created.