GENOVA (ITALPRESS) – Every day the lungs work silently and automatically, but how much space is really reserved for their health? Starting from this question, the symbolic installation promoted by MSD Italia, a multinational biopharmaceutical company and world leader in life sciences, on the occasion of World Pneumonia Day, the World Day dedicated to the knowledge and awareness of pneumonia. The initiative, developed together with the creative agency BBDO Italy, aims to bring back the health of the lungs to the center of public debate and to raise awareness on the prevention of potentially dangerous respiratory infections, such as pneumococcus, preventable with vaccination. To give visibility to an even undisputed theme, the project turns into a powerful symbol one of the most typical elements of Italian cities: narrow alleys. In Liguria, the region with the highest average age in Italy, and in the Marche region, among the ten longest regions, there is an installation formed by two inflated lungs of air, placed in a particularly cramped space and apparently crushed by the surrounding walls: in Genoa in vico Morchi and in Macerata in crossing Armaroli. An unexpected, immediate and strongly evocative image: precisely the narrowness of space makes evident the message of the campaign and communicates the importance of giving more space to this essential organ for a healthy life. “Our commitment to the health of the lungs, in preventing pneumococco pneumonia has deep roots: since 1970 MSD has pioneered scientific research against this dangerous bacterium, leading the evolution of vaccines that can protect entire generations – said Nicoletta Luppi, president and managing director of MSD Italia –. Today we celebrate this extraordinary legacy with increasingly innovative and personalized preventive solutions, designed to protect respiratory health at every stage of life, from infants to elderly people. But innovation is not enough, it is important that people can be informed, with this activation outside the schemes we want to make noise and break the silence on a crucial theme, stimulating a dialogue with the doctor about the prevention of pneumonia and anti-pneumococcica vaccination”. The initiative is part of the campaign “You can no longer wait” which aims to focus on the prevention of pneumococcus diseases, including pneumonia, through vaccination. With this innovative activity, approved by the Ministry of Health, MSD raises attention to a topic of public health little present in the daily conversation, through an urban experience capable of surprising and intriguing. An ordinary place becomes an extraordinary opportunity to inform, raise awareness and remind passersby to give space to prevention and anti-pneumococcic vaccination. “Pneumonia is a complex and potentially serious pathology, which can seriously compromise respiratory functionality and quality of life,” explained Professor Giancarlo Icardi, formerly ordinary of Hygiene at the University of Genoa. “The most vulnerable subjects are infants, adults suffering from chronic diseases or risk factors, and over 65. For all these categories, anti-pneumococcic vaccination is the most effective and safe prevention tool, and it is important to remember that the National Plan of Vaccinal Prevention guarantees its gratuitousness, making protection a right accessible to all to safeguard your respiratory health”. According to the Report ISTISAN 26, in our country, in the year 2023, the deaths from pneumonia were 15,450 and of these almost totality, 96% (14.894), are attributable to subjects, men and women, over 65.Also, between 2010 and 2019, pneumonia has caused almost 2,5 million admissions in Italy, confirming itself as one of the main mpublic health alerts. Epidemiological data draw a clear picture: to be affected are mainly adults, representing almost 90% of cases (over 2.2 million hospitalizations), with a slight prevalence among men compared to women. The impact of the disease grows exponentially with age: the most vulnerable band is that of the super-elders between 75 and 86 years, which alone represents 30% of all hospitals, while young adults (18-45 years) record the lowest share (only 6%). Finally, since 2014 there has been a progressive increase in hospitalizations with pneumonia as the main diagnosis. Finally, it is important to note that pneumococcus confirm the number one enemy, responsible for only about 20% of cases, followed by other bacterial infections (17%), Mycoplasma (13%) and Pseudomonas (12%). -photo xa8/Italpress – (ITALPRESS).
