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.”

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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

Digital

Digital

CREATIVE CONVERSATIONS WITH CARMELO CAMMARDELLA

Publication MAY 2022 | FRI COMMUNICATION

DIGITAL: THE EVOLUTION
OF COMMUNICATION

Dal brand alla lead generation

WE KNOW THAT COMPUTER-MEDIATED COMMUNICATION (CMC) IS AN EVOLUTIONARY LINE OF RESEARCH THAT IN THE TWENTIES BROUGHT TOGETHER THE STUDY OF THE CONNECTION BETWEEN INFORMATION TECHNOLOGIES, ALONG WITH COMPUTERS, AND DISTANCE COMMUNICATION.

 

This type of communication enables human data interaction through one or more telecommunications systems in a network.

CMC interaction can occur through various types of technology and network software, including email, Internet Relay Chat (IRC), Instant Messaging (IM), Usenet, and mailing list servers. All of these modalities allow for significant time and cost savings, facilitating relationships between businesses. This communication can occur in two modes. The first is synchronous, allowing all participants to be online at the same time, while the second, asynchronous, focuses more on what is viewed later, such as a simple email. As early as 2007, FRI was organizing and advancing projects focused on the use of this special mode of communication.

 

 

CMC interaction can take place through various types of network technology and software, including email, Internet Relay Chat (IRC), Instant Messaging (IM), Usenet, and mailing list servers. All these modes allow significant time and cost savings, facilitating relationships between companies. This communication can take place in two ways. The first is synchronous, allowing all participants to be online at the same time, while the second, asynchronous, focuses more on what is displayed later, like a simple email. Already in 2007, FRI was organizing and advancing projects focused on the use of this special mode of communication.
The world was created for communication.

 

 

Everything around us speaks and tells us something, whether it’s images, words, or even silences. Communication did not originate with the advent of the Internet but has always been the path that has led society to evolve.
The concept of digital communication emerged in California at the end of the 1960s. Its formulation immediately placed the content of the message and its mode of conveyance on a different level. All of this is achieved through an analysis of the context within which one operates and works towards subsequent positioning.
When we specifically talk about Digital Communication, we are aware of its bilateral nature. There is an underlying interaction in the process that involves both the user and the brand, which presents itself to the user in the form of a message through digital technologies.
The change brought about by this type of communication is what has determined the end of traditional and unilateral advertising of the past. It is no longer solely television, radio, and print media but the web, encompassing all forms of interaction and the new virtual realms (metaverse) today.
Having a good strategic plan that encourages the user to take decisive action in their final choice means taking into account all the rules that characterize this form of digital relationship. Communication that is profiled in the right way and respects the guidelines of this reality must always occur on two fronts, both online and offline, where these two points generate equal interaction with each other.
The resulting business model is an expression of a completely new protagonism that sees the message as an opportunity for listening. So, while in traditional marketing, the only true role on the stage was played by the company, in the current digital dimension, the true protagonist is the consumer (buyer persona), and this is the point on which a brand focuses today.

 

 

We also now know very well how Digital Communication works. Its strategy involves the creation and structuring of clear objectives that are shareable through positioning based on clear brand awareness, online presence, and direct exponential growth. All of this is achieved through identifying a real target audience. Along this evolutionary line, the creation of specific content becomes a fundamental asset that requires greater attention so that the process of digital communication is successful. It will not be enough to only have a high-quality product on the table; specific content such as videos or images must also be planned, through storytelling that deeply animates the interest of the end consumer. Stimulating interaction with the user is at the core of the Digital Communication strategy. In addition to this, there is the contribution of the use of other forms always connected to the strategy, ranging from paid social media campaigns to email marketing, through the implementation of automated conversations with users, chatbots, and, of course, all the empathic evolutions of social media.

 

 

Social media platforms today represent one of the best incentives for creating a community that can generate free exchange of opinions on proposed topics. The concept of community is one of the areas where a brand aware of its growth and positioning must invest the most.
The connection between this investment and the social response is the core of the communication-related business. Furthermore, the advent of digital technology has created greater, often amplified, possibilities to reach anyone through global connectivity.
The process has greatly shortened distances, and any communication timing has multiplied the number of users with whom it is possible to interact through a message in the same instant. This possibility has also eliminated the communication barriers that previously existed between social layers. Today, it is possible to directly interact with a brand and vice versa. This constant communication showcase creates a synergy that increasingly shapes a definitive profile of both the brand and the target it comes into contact with.
Through Digital Communication, companies today can make consumers aware of the same information being directed at them. In this way, the consumer’s experience can become a growth opportunity that targets not only the product but also the communication itself

All of this is achieved through a direct thread that always maintains a perfect balance between the two worlds.

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