The LICE Foundation and the Italian League Against Epilepsy (LICE) embarked on an ambitious project to raise awareness about epilepsy on the occasion of International Epilepsy Day 2023. The objectives were clear:

1. Encourage the expression of patients’ and caregivers’ testimonies and promote their involvement in the Foundation’s activities.
2. To spread accurate knowledge about the disease, especially among young people, and to dispel the prejudices associated with it.
3. To strengthen the Foundation’s partnerships, both with its members and with external stakeholders.

The team at AIM Communication rose to the challenge with an innovative strategy, transforming Epilepsy Day into the starting point for an annual campaign focused on the direct involvement of people with epilepsy and their caregivers.

The centrepiece of the project was a short film, Out of the Blue (“Fuori dall’Acqua”), which gave voice to the personal experiences of people with epilepsy.

The process unfolded in four key phases:

1. engagement to gather testimonials,
2. storytelling to create compelling narratives,
3. creation of the short film
4. dissemination to maximise the impact on awareness.

Strategic partnerships with the Giffoni Innovation Hub and the National Association of Cinema Exhibitors (ANEC) ensured a wide range of audiences, especially young people. The choice of the cinematic language made it possible to go beyond the traditional boundaries of health communication and reach a wider and more diverse audience.

Production of the short film “Out of the Blue

The short film “Out of the Blue (Fuori dall’Acqua)” was a work of great emotional and artistic importance. Its production was led by screenwriter Enrico Saccà, in close collaboration with the LICE Foundation and the Giffoni Innovation Hub. The plot focused on the psychological violence of bullying, depression and determination against all odds, offering an authentic and poignant portrayal of life with epilepsy.

The production process involved a highly skilled cast and crew, ensuring a high-quality production that could rival any other feature-length short film. Every detail, from the actors’ performances to the cinematography and soundtrack, was carefully curated to effectively convey the campaign’s central message.

Launch of the short film:

The official launch of the short film “Out of the Blue” was a memorable event. The trailer premiered at the LICE National Congress, while the official launch took place at the prestigious Giffoni Film Festival 2023. Here, dozens of young people interacted with the protagonists, representatives of the LICE Foundation and sponsoring pharmaceutical companies, and explored the issues raised. The short film was then presented out of competition at the Venice International Film Festival 2023, with a lively panel discussion involving journalists and the public.

The campaign was extremely well received by both young audiences and epilepsy patients.

Screenings of the short film reached over 1,200 students and around 20 high schools, sparking deep and engaging discussions.

The media covered the campaign extensively, with +480 articles published reaching over 96 million contacts through various communication channels, including national TVs, radios and newspapers.

The campaign demonstrated significant innovation in addressing sensitive health issues through the art of film. By highlighting the voices of patients and collaborating with key partners in the film industry, the campaign reached a wider audience and helped to challenge stereotypes associated with epilepsy. The unconventional communication strategy allowed the campaign to stand out and even reach mainstream media, further increasing its impact and resonance.