A video to tell about haemophilia in an unconventional way, using irony, with the aim of debunking prejudices and false beliefs about the disease and making young people aware of the importance of taking care of their joints. A challenge launched by Sobi as part of the ‘Articoliamo’ campaign, and accepted by the Youtuber duo ‘theShow’ (Alessio and Alessandro). In the 10 minutes of ‘Things not to do … with blood’, with amusing candid cameras theShows lead to excess some situations of everyday life (like asking several times for a steak ‘rare’ in a restaurant), and then reveal and dispel some myths about haemophilia and the people who suffer from it. “In reality, we can talk about a serious theme even inserting it in an ironic and funny content – explained Alessandro of theShow – We need to take measures, not take the longest step, because we are talking about delicate issues, but we think and we are convinced that it is a more effective method to get the message across. In this case, in addition to staging the candid cameras, we interpret ourselves as two testimonials who know nothing about the disease, a bit wanting to make fun of that very way. to treat progress advertising. We are happy that Sobi and Articoliamo believed in our way of communicating a pathology, that is, using irony to sensitize people to issues such as diseases “. In addition to theShow, he appears in the video as also director Nicola Pezzotta, a boy with haemophilia who for years has been engaged in awareness projects to convey the message that the disease cannot and must not limit re life, nor hinder one’s passions and aspirations. “It is very effective to convey this message through social media, because information for young people passes above all from there and in this way it is possible to correctly make haemophilia and the Articulate project known – underlined Nicola – theShow are an ideal partner because on the Net they have a large audience. For me it was nice and important to participate in this project, because I have always been a fan of theirs “. When it comes to haemophilia, one immediately thinks of visible blood loss and” wounds that do not heal. “. In fact, this rare disease caused by a blood clotting defect also causes internal bleeding in the joints and muscles, which can lead to irreparable damage and progressive loss of mobility. This is why it is important to always take care of your joints, following prophylaxis and undergoing periodic checks and joint screening in specialized centers. “The collaboration with theShow stems from the need to speak to Millennials and Generation Z and to raise awareness among young people with haemophilia through their ironic and unconventional language – recalled Sergio Lai, VP and General Manager of Sobi Italy – A need that emerged urgently in the constant dialogue with patient associations, which highlighted the importance of remembering that it is possible to have a free and full life, protected and safe, thanks to correct therapeutic strategies and clear and complete patient information “.” The importance of prophylaxis and the theme of therapeutic adherence are principles that are well present within Articoliamo – he stated FedEmo vice president, Luigi Ambroso – These themes, more strictly clinical, are flanked by other useful indications n aimed at improving the quality of life of patients, from the promotion of movement and physiotherapy exercise to proper nutrition. With ‘Things not to do … with blood’, through the register of irony, we want to achieve the objective that the campaign aims to: make the public aware of haemophilia and dispel prejudices and false beliefs “. ‘Cose da non do … with blood ‘is visible on theShow’s official YouTube channel.
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