From the WEB SERIES # In_famiglia_ suddenly , Let's fight lung cancer together

From the power of images to the power of the voice: the web series Suddenly in the family, which tells of the impact of lung cancer on family life, renews its narration by becoming an audiobook with one of the best known and most appreciated Italian voices:the actor and voice actor Luca Ward.

The podcast instead it reports the testimonies of Paoletta, Daniela, Giuseppe and Stefano:the voice thus becomes the essence of the patients' experience and in-depth tool, along with information on the disease and on patients' rights and stories collected with input from Patient Associations. At this link you will find the details and you can listen to audiobooks and podcasts: https://www.infamigliaallimprovviso.it/laudiolibro-e-il-podcast/

These are the tools of the 'voice revolutionOf the information campaign Suddenly in the family. Let's fight lung cancer together, promoted by MSD Italy under the patronage of Women's Health Onlus, Men's Health Onlus e WALCE – Women Against Lung Cancer In Europe onlus, available from today on the site www.infamigliaallimprovviso.it.

Countryside, with his new narrative, it focuses above all on the experience and impact of the disease in daily life, aware of the importance of correct information to accompany patients and family members throughout the treatment process. Living with a lung cancer diagnosis has, indeed, a significant impact not only on the patient's life, but it also deeply involves the whole family unit and caregivers. Today the great multimedia project, after the success of the homonymous web fiction, award-winning in national and international festivals, opens up to new digital audio formats that are experiencing growing popularity, to inform and raise awareness of more and more people on such a delicate and complex issue, overcoming stigma and taboos.

In the audiobook in 10 bets we find the aspiring director Fernardo, the entrepreneur Carlo with his family and all the other characters from the web series "Suddenly in the family", written and directed by Christian Marazziti. Luca Ward's narrator, with its unmistakable stamp, introduces dialogues and different situations, guiding us in the discovery of new points of view on the story.

«The audiobook project of Suddenly in the family got me involved right away, especially for the story I had the opportunity to tell: the events of Carlo and his family, shocked by the the appearance of a lung tumor, a difficult battle to fight and an extremely complex reality to face - he says Luca Ward–. A painful event that makes us understand how important it really is to unite and rediscover mutual bonds to fight this disease together.The biggest challenge for me was to tell a difficult topic, always keeping myself on the border between drama and comedy to represent this topic in all its complexity, but at the same time convey all the possible nuances that characterize family relationships».

«In spite of the numbers and its gravity, until a few years ago little was known about lung cancer and it was not talked about in the media. In a word, the patients were alone - declares Annamaria Mancuso, President of Women's Health Onlus and Men's Health Onlus - In these last years, But, things have partly changed, thanks to the research and development of innovative and targeted therapies, with an improvement in the expectation and quality of life of these patients. A different era has begun, characterized by a new tale of this serious tumor; a story that starts from personal experience and from living with the disease that involves the whole family. Women's Health and Men's Health felt the need to focus attention on an oncological pathology that is still a partly unexplored territory and with which it is difficult for the patient and his family to live together. "Suddenly in the family" is characterized by the use of tools and languages ​​capable of spreading the campaign messages widely, such as the audiobook and podcasts, that users will be able to listen to and share. An original method whose added value lies precisely in the ability to reach the targets that the campaign intends to reach».

Lung cancer, with his 40.882 new cases every year (The numbers of cancer in Italy, 2020), it is the third most frequent neoplasm in the Italian population, representing the first cause of death in men and the third in women. In the last few years,there is a significant evolution in the diagnostic and therapeutic path of this tumor, due to the identification of specific gene mutations that make it possible to identify the most appropriate therapies; Furthermore, immunotherapy allows us to glimpse perspectives that were unexpected until very recently.

The Covid-19 pandemic and the consequent health emergency have dramatically marked the clinical and political scenario with important repercussions on cancer patients, particularly those with lung cancer, more fragile and vulnerable than this virus.

«The Covid-19 pandemic has certainly caused new complexities in the management of patients with lung cancer. There are so many challenges, It was very difficult to continue managing a time-dependent illness in a time of chaos, of disorientation and loss of fixed points. The difficulties to be faced were many and on various fronts; however, already during the first pandemic wave, you ‘retire’, compensation maneuvers were implemented to guarantee patients adequate diagnosis and treatment- explains Silvia Novello, Full Professor of Medical Oncology, University of Turin - Department of Oncology, Head of Simple Departmental Structure of Pulmonary Oncology, AOU San Luigi Gonzaga of Orbassano, and President WALCE - In the lasts 10 years, there have been many innovations and changes in the diagnostic process and therapy of lung cancer: two of the most impactful changes, the introduction of immunotherapy as a treatment weapon and precision medicine as a new treatment strategy. Molecular tests have been added to these, fundamental for a correct therapeutic definition, for which uniform access on the national territory is hoped for. These changes have meant and mean a lot in terms of quantity and quality of life earned ".

«MSD has always cultivated the vocation to experiment with new languages ​​and new forms of communication, to encourage the sharing of content that can generate new knowledge, increased awareness and value and help memorize important information - declares Nicoletta Luppi, President and CEO of MSD Italia - The pandemic,Furthermore,reminded us that "no one is an island". All, today, we are interconnected and networking is increasingly becoming a fundamental requirement. This particular historical moment forces us to experiment with new ways of connection and tools of virtual solidarity, able to keep us united despite physical distancing. From these premises and the great success of the first part of the campaign, the enhancement of the digital ecosystem of "In the family suddenly" developed, with new audio content. A multimedia project that is consolidated as a reference narrative on lung cancer. A project we are proud of and which well represents MSD's commitment in oncology that does not "limit" itself to making therapeutic innovations available to improve and prolong the life of people living with a cancer diagnosis, but which also promotes campaigns and communication projects aimed at raising awareness of the impact of these neoplasms in the lives of patients and family members, on prevention and risk factors to convey correct scientific information».

The reference point of the campaign is the site www.infamigliaallimprovviso.it where information on the pathology is available, web fiction and new audio content: l’audiobook, the podcast with the stories of patients narrated by Emanuel Caserio, Andrea Dianetti, Paola Iezzi and Margherita Zanatta and the informative contributions with the voices of Annamaria Mancuso and Silvia Novello. The production of the web series, of the audiobook and podcast is by Nicola Liguori and Tommaso Ranchino for MP Film.

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