AESGP

Non mi scadere sui farmaci

Federchimica ASSOSALUTE|Italy |September 2023 – October 2024 (three waves, 16 weeks in total)
Environment & Sustainability
Disposal of Medicines
Healthcare Professional Engagement Public Engagement & Awareness
Published on
Modified on

Non mi scadere sui farmaci (“Don’t Expire on Medicines”) is a national digital campaign focused on raising awareness about the correct disposal of expired medicines. Prompted by IPSOS research revealing a lack of knowledge and harmful practices, such as discarding medicines in toilets or failing to separate packaging, the campaign addresses a critical sustainability issue tied to responsible self-care. This was the first national awareness campaign on medicine disposal backed by the pharmaceutical industry in Italy.

Objectives

  • Raise public awareness on the correct disposal of expired medicines to avoid environmental damage.
  • Inform citizens about designated collection points in pharmacies and waste facilities.
  • Correct widespread misinformation and poor disposal habits (e.g., flushing medicines or failing to separate packaging).

Target Audience

  • General public, especially younger generations
  • Social media users (TikTok, Instagram, Facebook, YouTube)
  • Consumers of non-prescription and prescription medicines

Key Activities and Approach

  • Digital campaign using videos, interactive content, and influencer engagement
  • Two campaign videos starring national TV personality Enrico Papi
  • Interactive quiz-based posts shared on TikTok and Facebook
  • Collaborations with a popular influencer to reach young audiences on Instagram and Facebook
  • A dedicated website to centralise campaign content and information

Impact and Result

Impact

  • 203 million impressions
  • 21.3 million people reached
  • 4.1 average frequency of exposure
  • 630,000 link clicks
  • 8.7 million video views

Outcome

  • Massive public engagement and visibility
  • Strong awareness-raising on sustainable disposal habits for medicines
  • Positive contribution to environmental protection through behavioral change

Insights and Takeaways for Others

  • Digital-first strategies can effectively promote environmentally responsible behaviours related to medicine use.

Additional Resources and Contact