“This Is Public Health in Italy”. An ASPPH-ASPHER campaign to raise awareness on health prevention and Health in All Policies

Introduction In many European countries, Public Health (PH) and Preventive Medicine are not perceived as important tools 1 2.The general population, especially those working in non-healthcare related fields, underestimates the crucial role of PH policies as food & veterinary safety, energy efficiency, transport regulation, healthcare design and city planning 3-8. The Health in All Policies (HiAP) approach is instrumental in tackling this information gap 9 10. Originally conceived in the EU, HiAP is now included in WHO’s Sustainable Development Goals. In the US, in 2018, the Association of Schools & Programs of Public Health (ASPPH) launched an international campaign called “This is Public Health” (TIPH), whose aim was “to brand public health and raise awareness of how [it] affects individuals, families, communities, and populations” 11. The Association of Schools of Public Health in the European Region (ASPHER) responded by creating a European campaign to reproduce the American one. An open challenge was set, in which PH Schools – students and staff – were requested to formulate country-specific proposals. The Accademia Lombarda di Sanità Pubblica, coordinating the Schools and Programs of PH of Vita-Salute “San Raffaele” University, Milan, University of Parma, University of Pavia and Politecnico of Milan set up a proposal to increase PH awareness both in the general population and in healthcare workers. Materials and methods The preliminary phase was dedicated to the Project setup and was conducted by the ten new Residents of the Vita-Salute “San Raffaele” University, with the coordination and supervision of the PI and the Schools’ Directors. The working group extensively discussed the need for an appropriate translation of the catchphrase and a new graphic rendering of the TIPH logo. An agreement was finally reached to adapt all the elements of the Campaign, re-elaborating them according to the Italian context. The word “health” has a double meaning in Italian (“salute” and “sanità”). Furthermore, people with limited English proficiency are a large part of the target population. Therefore, the Group opted for a non-literal translation (“Per la salute di tutti”). To further boost the Campaign online, the group created “TIPH – Italy” accounts and pages on the main social media (i.e. Facebook, Twitter, Instagram). Subsequently, the PI assigned tasks to each of the team’s members from the various PH Schools involved. The operational phase is currently underway, and a series of activities are already in schedule. All laws and resolutions enacted by local governments (Lombardy Region and, in a future phase, Emilia Romagna Region) are being thoroughly analysed, to assess their direct or indirect PH impact. Spreading the project will be a key for its success. In the next months, multiple promotional events will be organised, addressing both operators and the public at large. Surveys will be administered before and after the events, both to assess baseline knowledge and attitudes towards PH initiatives, and to verify the interventions’ effectiveness in raising awareness. Running a social media photo contest will be a useful option for targeting younger age groups, following in the steps of the US campaign. Side events will be organised, such as congress, meeting, press conferences, with the purpose of giving the latest updates about the Campaign. Conclusions Italy is a challenging country. A fairly strong National Health Service, with plenty of positive health indicators, coexist with impressive inequalities and contradictions, both in the North-South and in the rich-poor axis. In light of this scenario, stronger recognition of the role and the importance of PH is essential. PH awareness is ultimately directed at informing policymaking and improving community health 12. While the potential impact of TIPH in Italy is still to be fully explored, the basis for its potential success can only lie in the delivery of a culturally appropriate message. TIPH Italy is a wonderful opportunity of making PH accessible to the general population in an effective, yet entertaining way.