ANTIMICROBIAL RESISTANCE (AMR)

ANTIMICROBIAL RESISTANCE (AMR)

ANTIMICROBIAL RESISTANCE (AMR):

Pubblications MAY 2023 | FRI COMMUNICATION

ANTIMICROBIAL RESISTANCE (AMR):

THE GLOBAL EMERGENCY OF INCREASINGLY DRUG-RESISTANT BACTERIA

A recent study commissioned by the British government has suggested that AMR could kill 10 million people annually by 2050. 1,2.“Si tratta di una vera e propria pandemia, la prossima che dovremo affrontare”,”It is a true pandemic, the next one we will have to face,” stated Professor Giuliano Rizzardini, Director of the Department of Infectious Diseases at ASST Fatebenefratelli Sacco in Milan, in a recent interview.

AMR is perceived as a formidable threat that, without intervention to contain it, will surpass cancer in terms of mortality. Each year in Italy alone, nearly 11,000 people die due to infections caused by multidrug-resistant germs, highlighting the magnitude of the problem and its impact not only in terms of deaths but also economically and in public health.

Unfortunately, the pipeline for new antimicrobials is currently very limited. In 2019, the World Health Organization (WHO) identified 32 antibiotics in clinical development, of which only 6 were classified as innovative. There is an urgent need for new antibiotics, for example, to treat carbapenem-resistant Gram-negative bacterial infections. However, if the current patterns of antibiotic use do not change, these new drugs will suffer the same fate as the existing ones and become ineffective.

In a tweet, the European Medicines Agency (EMA) appeals to big pharmaceutical companies, stating, “We urge companies to focus more on the research and development of antimicrobials.” What other effective strategies can be adopted to contain the problem? A recent article in the prestigious journal “The Lancet” identified five possible areas of intervention that could help combat this phenomenon.3.

We believe it is important to raise awareness among as many people as possible on this topic. Contrary to popular belief, multidrug-resistant germs are no longer confined to hospitals or developed countries; they are a global reality spreading in hospitals, residential care facilities, communities, patients’ homes, and even in the field of animal husbandry. The following are the areas of intervention:

1) The principles of infection prevention and control remain the foundation for preventing infections. This includes both hospital-based infection prevention and control programs and community-based programs focused on water and sanitation. Supporting these programs is crucial to contain the problem.

2) Infection prevention through vaccinations is essential to reduce the need for antibiotics.

3) Minimizing exposure to antibiotics unrelated to the treatment of human diseases. The increased use of antibiotics in livestock has been identified as a potential contributor to antimicrobial resistance in humans, although the direct causal link remains controversial.

4) Minimizing the use of antibiotics when they are unnecessary for improving human health, such as in the treatment of viral infections.

5) Investing in the development of new antibiotics. In recent decades, investments in this area have been meager compared to those in other public health issues with similar or lower impact. Given the global importance of antimicrobial resistance, it is urgent to evaluate more effectively which policies have worked and where.

In light of these considerations, it is easy to understand how AMR is a global problem that needs to be addressed with a comprehensive vision and integrated approaches, decisively and without resigning ourselves to considering the problem insurmountable. Each of us can make a difference.

Editorial Staff: Medical Fri Communications Department

References:

1) O’Neill J. “Tackling drug-resistant infections globally: final report
and recommendations” – 2016 – London: Review on Antimicrobial
Resistance,
2) O’Neill J. “Antimicrobial resistance: tackling a crisis for the health and wealth of nations” – 2014 – London: Review on Antimicrobial Resistance,
3) Antimicrobial Resistance Collaborators “Global burden of bacterial antimicrobial resistance in 2019: a systematic analysis” – 2022 – Lancet Feb 12;399(10325):629-655. doi: 10.1016/S0140-6736(21)02724-0.

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117

LIVING WITH A RARE DISEASE

LIVING WITH A RARE DISEASE

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication FEBRUARY 2022 | FRI COMMUNICATION

LIVING WITH A RARE DISEASE: THE EVOLUTION OF MEDICAL RESEARCH.

IN EUROPE, THERE IS A CONTINUOUS GROWTH OF PEOPLE AFFECTED BY RARE DISEASES, AND THE NUMBER OF NEW CONDITIONS IS INCREASING, THANKS TO MORE ACCURATE DIAGNOSTIC TOOLS. IT IS ESTIMATED THAT APPROXIMATELY 20-30 MILLION PEOPLE ARE AFFECTED BY RARE DISEASES IN OUR CONTINENT, WITH ABOUT 2 MILLION OF THEM BEING IN PEDIATRIC AGE, ESPECIALLY IN ITALY.

Diagnosis is often challenging, and patients spend years of their lives not knowing the exact condition they have. The average time for diagnosis is around 4 years but can extend up to 7 years. For many individuals, receiving a diagnosis brings relief as they can finally put a name to their suffering and embark on a potential therapeutic path.

However, this path often proves to be quite challenging. It starts with the difficulty of finding a hospital center affiliated with the national network for rare diseases that can provide a diagnosis or proper care. It then extends to the complexity of locating local facilities that can meet the patients’ care needs, such as rehabilitation centers.

Thus, the management of rare diseases at the territorial level presents a significant challenge for the National Healthcare System. It is crucial to identify individuals with the highest vulnerabilities, regardless of the availability of pharmacological therapies, and ensure optimal management within their living context.

Patient associations and national observatories often come to the aid of patients with initiatives aimed at improving the quality of life for those affected. One example is the O.Ma.R – Rare Diseases Observatory. It benefits from the contribution of various pharmaceutical companies and is now recognized as one of the major and most reliable sources of information on rare diseases, rare tumors, and orphan drugs.

Through the technical table of the Rare Diseases Alliance (AMR), the observatory develops useful proposals to promote the development and full implementation of management and care policies for people with rare diseases and to support the development of orphan drugs. These proposals are inspired by principles of equality, gender parity, reciprocity, and mutual benefit.

The Higher Institute of Health (ISS) also institutionalizes its activities on rare diseases with the establishment, in 2001, of the National Rare Diseases Registry (DM279/01). This registry is the first significant surveillance tool to understand the epidemiology of these conditions and support national and regional planning.

With a view to strengthening the ISS National Centre for Rare Diseases, the Single Text on Rare Diseases came into force on 12 December 2021 (Law 175/2021) whereas it lays down provisions for the treatment of such diseases and for the support of research and production of orphan drugs.

However, the law is not yet in the implementation phase and patients are clamoring to be heard and welcomed. Annalisa Scopinaro, president of UNIAMO, Italian rare disease federation, calls for the approval of the tariff nomenclator of the LEA for 2023, which is holding firm for rare diseases and recognition of pathology; enactment of implementing decrees for the 175; national rare disease plan approval with dedicated funding, expansions of screening to other diseases; strengthening of rare disease departments.

There is also a long way to go on the treatment front because for many years rare diseases have been ignored by doctors, researchers and institutions.
Progress has been made over time, and both the EMA and AIFA have established a series of incentives for pharmaceutical and biomedical companies to help find remedies.

This has allowed important therapeutic advances such as, for example, spinal muscular atrophy, Duchenne muscular dystrophy and cystic fibrosis. In particular, of considerable interest and attention are the ATMP (Advanced Therapy Medicinal Products” – advanced therapy medicinal products). They include gene therapies, somatic cell therapies and engineered tissue medicines that are allowing and will increasingly allow in the future to transform the course of some diseases hitherto considered incurable.

For instance, ATMP can replace or correct defective genes in rare genetic diseases. Cellular therapies aim to replace diseased cells with healthy ones or corrected patient cells generated through genetic engineering, as seen in CAR-T therapies.

ATMP, along with other innovative therapies, are also attracting interest in treating more common conditions like cancer and neurodegenerative diseases (e.g., Alzheimer’s and Parkinson’s). The pharmaceutical industry itself recognizes the importance of finding new effective drugs for rare disease patients, stating, “For people with a rare disease, having a cure for the condition they have lived with since birth is an unforgettable moment of emotion. It is a first step toward a better quality of life. That new drug can bring a realistic hope for healing and living a life free from the disease.”

CONDIVIDI SUI SOCIAL


Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117

FRI Communication’s dream

FRI Communication’s dream

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication NOVEMBER 2022 | FRI COMMUNICATION

FRI COMMUNICATION’S
REAL DREAM

HOW CAN WE CONTINUE TO INNOVATE IN A SECTOR SUCH AS ADVERTISING COMMUNICATION, WHICH FROM THE MURALS OF THE 1920s HAS COME TO THE AUGMENTED REALITY OF A CENTURY LATER, WHICH HAS REACHED THE SOCIAL NETWORKS FROM THE PRINTED PAPER?

 

Discover the interview of the founder Carmelo Cammardella in the Media Key issue of October

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117

FRI Communication

FRI Communication

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication JULY 2022 | FRI COMMUNICATION

FRI COMMUNICATION:
A DREAM COME TRUE

ON JULY 13TH, THE EVENT THAT MARKED AND CELEBRATED THE NEW MILESTONE OF FRI COMMUNICATION GROUP’S FORTY YEARS TOOK PLACE AT HOTEL HILTON METROPOLE IN FLORENCE, “A DREAM COME TRUE”.

 

Forty years of experience to serve as a creative model for foresight and perspectives. Many clients representing projects that have been carried out and successfully realized. Carmelo Cammardella, CEO and Founder of FRI, recounted, through the direct experiences of the participants, the exciting stages that have characterized this long period of creative action by the agency. A chronicle that started with a strong and personal passion for everything related to imagery and communication, leading to the creation of a board that encompasses various action targets, from direct experience to the new generation of creatives.

FRI Communication now positions itself as a representative reality of a clear evolution in the communication process, and as a beacon that illuminates and continues to look beyond the constantly evolving dimension of advertising information. What the event aimed to emphasize was precisely the ability to experiment, embracing the constantly advancing new and accompanying the entire professional evolution of the agency. And if a dream manages to touch the reality of realization, then it is possible to span from the creative construction of the message to the innovative participation of new structural elements. And FRI knows how to navigate the new horizons of advertising.

This community of creatives has always sought to optimize the relationship with time through the continuous evolution of a mood that integrates a constant practice focused on modes of expression and continuous dialogue with a changing society. Having the opportunity to introduce what has now become a “established” and consolidated work model over the course of forty years to new target clients demonstrates the agency’s linear intentions.

Advertising is experiencing the schedules of the new communication with continuous temporal jumps. Advertising agencies that truly understand the power of the new means provided by future-oriented technologies will make a real difference in the field.

The evening was also a way to make those who participated, including brands and creatives, understand the importance of the desire to evolve in such a vast field like communication. FRI knows well that this is a springboard to new market approaches. However, the market is continuously influenced by fast and ever-changing models, forcing brands and agencies themselves to constantly assess the situation. Recreating oneself to create, this is the emotional drive that characterizes the agency led by Cammardella, in a present that thrives on influences and rapid transitions. And these forty years are a certainty for those who seek quality.

There are currently many phenomena in communication, but very few end up on the path that leads to the evolution and constant growth of the market.

FRI Communication lives and breathes the future, and there are still many steps awaiting this agency that never stops learning and teaching passion for its work.

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117

Advertising is the art

Advertising is the art

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication JULY 2022 | FRI COMMUNICATION

ADVERTISING IS THE ART OF SPEAKING
AND PERSUADING

Dal brand alla lead generation

IT UTILIZES WORDS AND IMAGES AND CAN, THEREFORE, BE ANALYZED THROUGH THE LENS OF RHETORIC. BEING CREATIVE MEANS HAVING THE ABILITY TO TRANSLATE THE PSYCHOLOGICAL RELATIONSHIP BETWEEN THINGS TO BE SAID AND THE FINAL IMAGE USED INTO RHETORICAL FIGURES. RHETORIC DISTINGUISHES CERTAIN EXPRESSIVE FORMS USED TO GIVE MEANING, STRENGTH, AND COLOR TO THE MESSAGE ITSELF.

 

Among the most commonly used forms, some serve as reference points. Allegory, which involves narrating an action that needs to be interpreted differently from its apparent meaning. 
Anaphora, which is the repetition of one or more words structured at the beginning of sentences, phrases, or even verses. 
Irony,which represents the intention to affirm something that is exactly the opposite of what is intended.
Metaphor,perhaps the most famous among rhetorical figures, in which two terms are related through shared characteristics.
And lastly, Persuasion, which guides any form of communication that aims to have a definite impact.

 

 

There are no communications that do not aim to be persuasive. Certainly, this type of communication alone is not enough to convince the recipient of a message to change their opinion or attitude towards a company or product. This also involves cognitive dissonance, where an individual, after making a purchase, receives information about the product that differs from what they previously knew. Their attitude will be to only accept what is positive and in line with their way of thinking, rejecting what is discordant. Deep communication that has a strong impact on the consumer must be able to let the product speak for itself, to establish a direct connection with the target audience. Finally, it should be represented by those who serve as testimonials in the most accurate manner. And what does a brand truly want other than to tell its own story in the most profound way? In a unique and suitable manner that aligns with its history?
 

 

This is one of the most important aspects of developing corporate storytelling. The brand wants to communicate all the values present in its history in a way that the end consumer can relate to each aspect.
A communication strategy based on a narrative linked to this process must take into account several points that touch different areas. First and foremost, culture, channels, the target audience, and all the characteristics that compose it. This attention to the most suitable content forms the basis of persuasive and truly empathetic storytelling. Through a unique narrative, the brand should be able to be recognized as aligned with the genuine needs of the customer.

 

 
To implement this series of narrative strategies, it can be useful to adopt metaphor as an active persuasive tool. The use of this tool, which often refers to rhetorical figures, has a strong impact on the mind. The message is then reframed and simplified in a way that it can act on the deep emotions of the recipient’s brain. The purely emotional response that follows leads to immediate identification. From studies conducted since the time of Aristotle, metaphor appears as a powerful tool linked to persuasion. The ability to manage and create figures and images that can influence the mind has always been a subject of research and interpretation of a given reality.
 
 
Today’s communication is well aware of the effect that the use of metaphorical concepts can have on the minds of consumers. That is why the majority of strategies focus on storytelling based on the power of metaphor. However, certain rules of application must be respected to ensure a high-quality outcome. When a company decides to communicate its story through examples that not only rely on visuals but delve into the roots of emotional perception through a metaphorical message, a channel opens up that represents its entire narrative universe. A respectable metaphorical storytelling should stimulate imagination first and foremost, allowing the audience to immediately identify the common thought. This leads to greater attention to values that are not only expressed through images but are directly conveyed to the heart All of this gives the brand a unique connotation that remains fixed in the mnemonic process over time.
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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117

The power

The power

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication MAY 2022 | FRI COMMUNICATION

THE POWER OF IMAGINATION

Dal brand alla lead generation

HUMAN BEINGS HAVE ALWAYS INTERACTED WITH EACH OTHER SINCE THE BEGINNING OF THE UNIVERSE. AND THEIR FIRST INSTINCTIVE COMMUNICATION TOOK PLACE THROUGH THE USE AND PRODUCTION OF IMAGES

 

We are all familiar with the fascinating chronicle of cave paintings preserved inside caves. Tales of hunting exploits and significant events. Thus, humans conveyed messages thousands of years before the most important code for communication was discovered—writing. Over time, what is known as image communication has increasingly defined an important space and has become a fundamental pivot, especially today. Scientifically, it is proven that we remember much more of what we see than what we read.
 

 

Toulouse-Lautrec was the pioneer of image communication. The poet of the memory of sight and above all, the creator of visual communication. Throughout history, humans have turned to creating images to express themselves and their emotions, leaving a trace of the desired message. The semantics of signs find expression in a millennial declination of words told through a simple sign, an image, a photo.
Today, for a brand to be recognized, it is vital to rely on representations of what animates its internal value: the right images. It is not just about visual communication but the deeper “visual” identity that drives any advertising campaign.

 

 

The choice must be made after careful analysis of the most representative images. The colors, the elements that create unity, the photographic style, the tone of voice that emerges. These are all characteristics that represent the brand in its clearest and most tangible profile.
Visual communication stems from an in-depth study that leaves no detail aside but rather dedicates space to each individual element represented. The color used is given a specific meaning because every color has its precise significance and its effects on consumer response.

 

 

The color palette underlying every good message must never betray the brand’s characteristics, risking miscommunication of the developed message.
The iconographic history of communication has always had strategic value. An image, a sign, a symbol, possesses a very strong value that goes beyond mere words. Developing a communication campaign based on the iconographic experience, for example, means referring to true icons recognized universally. And always with the aim of making the work effective in terms of message transmission.

 

 

Visual communication can be intentional, strategic, or unintentional. Therefore, we must carefully analyze what we want to represent through images, especially when it comes to professional developments. What will be our target? What sensations do we intend to communicate? What every brand should understand is the ability (in this case, strategic) to communicate the true strength that sets it apart with simplicity. Simplicity and linearity are not negative signs but rather the heart of true visual communication. Stripping away most of the embellishments that distract attention from the real message should be an inherent operation in every good advertising campaign.

 

 

Visual communication has become the bulwark of global message transmission today. Social networks are a glaring example of this. An image recognized by the community or a viral video says much more than a thousand other slogans. Understanding how to focus work on a palette of ideas with the thickness and foundation of dynamic imagery is now the task of every worthy communication agency.

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Filippo Cammardella
Account Supervisor
f.cammardella@fricommunication.com
+39 | 388 94 72 117