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Overview

Pharmacia & Upjohn

“Occhio all’Occhio” (Keep an Eye on your Eye) National Glaucoma Prevention Campaign Errepi Comunicazione took charge of the first public awareness campaign on glaucoma with the title “Keep and Eye on your Eye” promoted by the FIMMG (Italian Federation of General Medicine Physicians) and SOI/AMOI (the Italian Ophthalmology Society and the Association of Italian Ophthalmologists) trade associations, with contributions from PHARMACIA. Illustrated brochures, handbills and posters, conventions and special events throughout the entire national territory significantly raised the level of public awareness of the problem at every level, emphasising the need for everyone to go and have regular check-ups. Outstanding endorsement for the project was provided by the astronaut Luigi Malerba, Liliana De Curtis, the daughter of Italy’s most famous and unforgettable comedian, Totò, and the actor, Enrico Lo Verso. A website dedicated entirely to the campaign (www.occhioallocchio.it) was also set up to provide useful information, breaking news, research and an e-mail address for more information.