Awareness Campaign “Uno su Trenta e non lo sai”

“Uno su 30 e non lo sai” (One in 30 and you don’t know it) is an awareness campaign developed by Zadig for the Italian Cystic Fibrosis Research Foundation.

In Italy, one person in 30 is a healthy carrier of cystic fibrosis, often without knowing it: if two healthy carriers have a child, there is a one-in-four chance that the child will develop the disease.

Cystic fibrosis is one of the most widespread serious genetic diseases, yet it is still little known by the general public. For this reason, the Italian Cystic Fibrosis Research Foundation decided to launch the campaign “Uno su 30 e non lo sai”, with the aim of providing information and raising awareness about the existence of the carrier test and the importance of knowing one’s genetic status in order to make informed choices.

Campaign objectives

The objectives of the campaign are to:

promote awareness of the carrier test among the general population and healthcare professionals;
inform about the importance of preconception genetic counselling as a tool for making informed reproductive choices;
make information about cystic fibrosis, its genetic nature and its modes of inheritance more accessible and easier to understand.

Zadig supported the project through all its stages, from the integrated communication strategy to content creation (visual and written), from coordinating video productions to media and advertising management.

STATO PROGETTO

Ongoing

COMMITTENTE

Italian Cystic Fibrosis Research Foundation

RESPONSABILI

Giulia Candiani

SITO WEB

1 su 30 e non lo sai

Zadig’s activities

Campaign visual identity

We developed a distinctive and memorable visual identity for the project “Uno su 30 e non lo sai”, designed to make the message immediate and easily recognisable across all channels.

Dedicated website

We designed and developed the official campaign website, serving as a reference point for in-depth information for both the general public and professionals. Clearly structured and comprehensive, the site also provides valuable support for doctors wishing to address the topic of cystic fibrosis carrier testing with their patients.

Social media communication (Meta and LinkedIn)

We create original, multi-format content: static posts, videos, reels and informational carousels.
We develop editorial plans for Instagram, Facebook and LinkedIn, using differentiated language for each target audience (general public and stakeholders).
We run sponsored campaigns on Meta, with continuous performance monitoring and ongoing optimisation of ads, to improve effectiveness and achieve the campaign’s objectives with increasing precision.

Storytelling through video interviews

We produce and publish video interviews with parents of people with cystic fibrosis, sharing real-life experiences and highlighting the impact of the disease and the importance of the carrier test.

Informational webinars

We organise webinars aimed at doctors and healthcare professionals, who are not always sufficiently informed on the subject, to disseminate up-to-date knowledge and encourage the proposal of the test in clinical practice.

ECM training

We developed an ECM-accredited distance learning course for gynaecologists, midwives, paediatricians, general practitioners, geneticists and other healthcare professionals, with the aim of promoting greater awareness of genetic diseases and the role of the carrier test.

Participation in events and congresses

We ensure an active presence at medical congresses, ECM courses and sector conferences, through the set-up of information stands and the distribution of campaign promotional materials.