IBSA's theatre project "Quasi Genitori" awarded at Life Science Excellence Awards24 November 2020
IBSA’s theatrical project “Quasi genitori” (Almost Parents) is among the winners of the 2020 Life Science Excellence Awards. The awards, promoted by the SICS - Italian Society for Scientific and Healthcare Communication, aim to identify projects and products of excellence and then promote their visibility among clinicians and stakeholders through an intense communication activity.
The jury, composed of leading figures from the world of science, communication and innovation, chose from over 400 candidates those most deserving this mark of excellence in the competition’s categories. Parole Fertili (Fertile Words) was awarded the “Excellence of the Year” certification in Urogynaecology and for the category “Patient & Advocacy Program of the Year.”
“IBSA is honoured to receive this award that acknowledges our daily commitment, what we feel is our responsibility, to offer patients the opportunity to improve their quality of life,” said Luca Crippa, CEO & Managing Director.
The theatrical project Quasi Genitori represents one of the stages in the evolution of Parole Fertili: launched in 2016, Parole Fertili is a digital storytelling platform, set up with IBSA’s unconditional contribution of IBSA and conceived as a place where women and men who have undertaken the path to have a baby and Medically Assisted Procreation can meet and share their experience.
The subject of infertility is still a taboo and it is never spoken of enough. This was one of the reasons for the success of the project, which was built around the concept of the free gift of one’s own story, of sharing “fertile” words – even anonymously – among web users.
Over time, the initiative has grown significantly, moving from the online to the offline world: from social media, where the Facebook community of Parole Fertili counts 20,000 people, to the bookstore with the collection “Parole Fertili. Viaggio alla ricerca di un figlio,” published in 2018 by Mondadori Electa. And finally it has reached theatres with Quasi Genitori, a show of great communicative power and ability to arouse emotions, based on the stories shared by the online community.
Patrizia Puppi, Corporate Communication & CSR Manager at IBSA, explained: “This award is proof that we are on the right track and drives us to go even further. We are working on new projects for health, with an increasingly culture-driven approach. It is essential to talk, to meet patients and clinicians, we need to talk even more about infertility and PMA, with new ideas and new languages, if we want to be really close to people.”