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The Italian MS Society, Associazione Italiana Sclerosi Multipla (AISM), held their "Una Mela per la Vita" fundraising and awareness campaign on 10-11 October 2009. The campaign saw events in 3,000 places across Italy and raised €2,205,000.
Gianluca Zambrotta, footballer, AC Milan, and Andrew Howe, athletics champion, promote the campaign.
AISM volunteers sold more than 315,000 bags of apples for a minimum donation of €7. Supporters were also given the option to raise money for scientific research using an SMS number the week before the event. Funds raised will support social and health services in addition to an international study on MS risk factors.
"Una Mela per la Vita" aimed to raise awareness about MS with young people. To advertise this event an eye catching image was designed with the slogan "Stop MS, drive scientific research forward." Footballer Gianluca Zambrotta and athletics champion Andrew Howe supported the campaign by appearing in TV and radio adverts, which were broadcast for free by national and local media.
A campaign poster.
AISM also encouraged people to join a 1 km virtual chain online to demonstrate support for the global movement to fight MS. This was supported by Gianluca Zambrotta, Andrew Howe and TV personalities Carolina Di Domenico, Valentina Correani and Marco Cocci.
For more information and to join the virtual chain click here.
Source: Associazione Italiana Sclerosi Multipla
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