As a throat expert, NeoBorocillina has long been involved in a series of educational and information activities related to sore throats. In this context, the presentation event of the new 2020/21 campaign, which aims to clarify and deny the most popular fake news on the subject, through market surveys and collaborations with key opinion leader authoritative and qualified, such as Dr. Paolo Petrone, Medical Director, UOC Otolaryngology of the Hospital Di Venere.
During the event, the approach of Italians to the so-called "hoaxes" was deepened: if they consider it a worrying phenomenon, if they have been a victim of it and what is their modus operandi to verify the truthfulness of the news they encounter, especially in the area of well-being of the throat.
What is the approach of Italians to fake news on sore throats?
The myths and misleading news that gravitate around the well-being of the throat are numerous as evidenced by the EMG-NeoBorocillin market survey (total sample 1000 people, October 2020):
- More than 80% of Italians are worried about the "Fake News" phenomenon
- 30.9% were victims of fake news: among the areas of hoaxes, health 28.2% and nutrition 19.6%
Furthermore, there is little predisposition to fact checking: More than half of people do not check the source of the news they are reading.
Dr. Petrone explains that many of the fake news denied in this campaign originate from his outpatient experience and originate from the questions patients often ask him: "I read on the internet that lemon juice helps me to fight a sore throat, it's real?" or "Can wearing the mask hurt me?" these are just a few examples. "It is necessary to disseminate correct information and do it as widely as possible, because fake news is on the agenda and being a victim of it is not difficult at all.»Underlines Dr. Petrone.
More than 8 out of 10 Italians, in fact, are worried by the phenomenon of fake news, especially with the "advancing age": 75.5% of the interviewees who consider it a problem, in fact, are between 51 and 60 years old.
Doctor Petrone comments: «Unlike young people who understand all the nuances of this ever-evolving world of communication, older people were not born in the information age, and they are certainly the most fragile from this point of view. They can easily believe anything they find on internet. And, at the same time, they also represent the group of people who may already have chronic diseases or are already being treated. And a "wrong health information can influence the good they are already doing under the control of their doctor ... and only because they have it read on the internet».
For this reason, it is very important to consult reliable sources for health and wellness information. It is interesting to note that social networks are not considered reliable for more than half of the sample, but there is still a good 22% who consult them to find out about health issues.
What is the predisposition to fact checking?
Furthermore, from the survey it emerged that the verification of the reliability of what has just been read is practically null: more than 70% of Italians read a news item do not check if there are other sources that report it, more than half (61, 6%) do not check the source from which the news they are reading comes from and even more people (65%) do not check if the author is identifiable, credible or even just if it is real.
In light of these behaviors, it is not difficult to believe that 30% of respondents came across fake news and believed it. As many as 28.2% of the Italians in the survey sample were victims of fake news in the field of health and - a world closely connected to health - about another 20% were victims of food-related hoaxes.
How much do Italians know about sore throats: truth or fake news?
The research also asked to identify whether certain phrases related to sore throat were true or not.
Almost 50% of the interviewees, for example, think that antibiotic therapy should be started in case of frequent sore throat and not exclusively when the doctor prescribes it, diagnosing a "bacterial infection."
And the sentence: "You can calm the" inflammation by gargling cold water and salt or chewing an ice cube "- believed to be false by 71.9% of the sample - is actually quite true.
Doctor Petrone adds: "Gargling with salt and water is one of the recommendations of a major American university, the Mayo Clinic, to prevent frequent and annoying ailments such as sore throats. The British National Health System - the NHS - also adds to this recommendation. he recommends chewing ice to calm the inflammation. Taking hot drinks, on the other hand, despite what 63% of the interviewees believe, is not decisive, indeed ».
Let's not tell stories! NeoBorocillin at the forefront for correct information
NeoBorocillin – brand of Alfasigma – He has been an expert in throat for 70 years, alongside historicity with innovation, to offer consumers a "wide choice of products, from those for the treatment of mild sore throats to those for the strongest sore throat, from remedies for adults to those to relieve the discomfort of children's sore throats.
Emilio Matarazzo, NeoBorocillina brand Manager comments on the new campaign as follows: «Let's not tell stories, it aims to promote correct information by giving a voice to the specialists in the sector. The phenomenon of fake news, commonly called "hoaxes" is a delicate issue, not to be underestimated and which can have very serious consequences, especially if they concern health and well-being. As we have seen, sore throat is a frequent but still little known disorder and therefore often the subject of false beliefs and fake news».
The new NeoBorocillina campaign therefore aims to reveal the truth about sore throats and to fight the most common hoaxes, using a direct, engaging and certainly funny language that stands out from the usual tone of voice of the sector, but which maintains the authority that has always distinguished the Brand. This is how Non telling stories TG was born, which sees the collaboration of Doctor Paolo Petrone, Medical Director, UOC Otolaryngology of the Hospital Di Venere, and of the anchorman Alessandro Ciacci.
The six episodes of Don't tell us stories TG are uploaded to the new campaign landing page: nonraccontiamocistorie.it
