Initiative on the occasion of the National Women’s Health Day
On the occasion of the National Women’s Health DayApril 22, Roche Italia and Fujifilm Italia announce the new partnership as part of the ‘Screening Routine – Prevention as a ritual ‘with Fitprime, a brand active in the fitness & wellness sector. From April until the pink month of October, the gyms of the circuit participating in the initiative and the platform dedicated to online training, Fitprime Smart, will host the initiative “Us first. Noi per la salute del Seno ”, dedicating spaces and educational contents to breast cancer prevention.
Born last year in response to the worrying decline in mammography screenings recorded following the pandemic, ‘Screening Routine’ has given rise to a public-private collaboration, which has resulted in the donation by Roche and Fujifilm of the latest generation mammographs to a selection of healthcare companies throughout the country, identified by Fucina Sanità. A communication campaign was also promoted which disseminated awareness messages on breast cancer prevention within some e-commerce sites highly frequented by the female public for purchases related to self-care.
During the lockdowns, the closure of gyms and fitness centers had a significant impact on wellness routines and efforts were made to continue training and sporting activities despite the restrictions. With the payoff ‘Wellness made easy’Fitprime sets itself the goal of stimulating people to keep fit as much as possible, offering flexible solutions capable of adapting to everyone’s lifestyles and needs: with over 2500 associated sports centers throughout the territory, an online training platform that offers live or on-demand courses to train from the comfort of home and counseling with nutrition experts and psychologistsFitprime has a community of over 500,000 members.
With the aim of continuing to bring women ever closer to healthy and constant prevention through innovative and effective channels in involving users sensitive to self-care, the ‘Screening Routine’ campaign promotes, thanks to the partnership with Fitprime, the initiative “Us first. We for breast health ”which provides a format educational on prevention broadcast on Fitprime Smart and awareness raising activities in participating gyms. The campaign calls into action Fitprime users and all those who will be ready to take the invitation to become protagonists and first-hand supporters of a new culture of breast cancer prevention. The goal is to remind women that, after the age of 40, periodic breast control is recommended, while from 45-50 years of age it is important to adhere to the invitation letter to organized screening programs. In the presence of familiar risk factors, the recommendation is always to ask your doctor for advice.
“The project convinced us right from the start and we strongly wanted to support it as best we could – explains Laura CarpintieriDigital Marketing Manager e Co-founder di Fitprime. This is why we have decided to offer both our online and of fl ine spaces (in some Partner centers such as Fit & Go, Curves, Mrs Sporty and IFTO, throughout Italy) to spread the initiative to the maximum. The message is strong and clear: let’s take care of ourselves and those we love with prevention, only in this way can we defeat the most frequent form of cancer in the female population “.
One year after the launch of the ‘Screening Routine’ campaign, the preliminary analysis of the screenings carried out in the health facilities that received the latest generation mammographs as donations is available. The results show a 30% increase in mammography examinations, with 50,674 more performances than in 2020. An important figure, if we take into account that the decline marked by mammography screenings in the first months of the pandemic was 54% and that this recovery it refers almost exclusively to the last quarter of 2021, in which mammograms were progressively installed and inaugurated.
“The experience of the ‘Screening routine’ campaign and the results we are obtaining confirm that building innovative partnerships between public and private is a winning formula for responding to the growing health needs in our country and the complex challenge of sustainability of the health system, even outside the pandemic context – comments Maurizio de Cicco, President and CEO Roche Italia. We are proud that a new actor like Fitprime has chosen to join Roche and Fujifilm towards a common goal, of primary importance for the protection of female health: to fill the gap in mammography screening and bring women closer to a life-saving ritual such as that of prevention of breast cancer. ”
“We are honored to welcome a dynamic and innovative partner like Fitprime, in the Screening Routine project – declares Davide CampariGeneral Manager Fujifilm Italia div. Medical Systems – Since last year we have explored new channels and languages to connect in a privileged way with women, obtaining excellent results. Using a platform based on wellbeing like that of Fitprime to perfect contact with our main female interlocutors opens up further opportunities to always be at the forefront of communication. In addition to directing clear messages of invitation to participate in the screening programs, we will produce a series of educational contents for Fitprime users with the collaboration of some of the leading experts in breast health. Information and fun are the winning mix of this new campaign. “
The ‘Screening Routine’ campaign is sponsored by the scientific societies AIOM, SIRM and GISMa, the Patient Associations ANDOS National onlus, Europa Donna Italia, FAVO and IncontraDonna Onlus and other associations such as AITeRS and Cittadinanzattiva.
To find out more, the site is available screeningroutine which is enriched with advice and information on prevention and mammography, and the digital and social channels of Roche Italia and Fujifilm Italia.
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