On World Heart Day, which is celebrated on 29 September, the flash mob organized in Rome for the “Let’s free circulation from cholesterol” campaign was a great success, attracting the attention and participation of hundreds of citizens. The initiative, promoted by Daiichi Sankyo Italia with the patronage of important health associations, such as ALICe Lazio, offered free screening for the population, raising awareness of the importance of preventing cardiovascular diseases. Professor Marcello Arca, director of the department of internal medicine and metabolic diseases at the Policlinico Umberto I in Rome, underlined the importance of prevention, stating: “Cardiovascular diseases can be prevented by treating the conditions that predispose to the development of these pathologies, in particularly atherosclerosis, caused by the accumulation of LDL in the arterial walls. It is essential that sensitivity towards regular checks increases, which can help prevent serious ischemic events.” The president of ALICe Lazio, Fabrizio Pennacchi, reiterated the crucial role of prevention in the fight against cardiovascular diseases: “Prevention is the most important tool to prevent the disease from causing unsustainable damage both for the community and for families. It is necessary adopt healthy lifestyles and undergo simple screenings to keep blood pressure, cholesterol and blood sugar under control”. Joanne Jervis, managing director and head of specialty division of Daiichi Sankyo Italia, highlighted the importance of the event: “We decided to do something innovative, using cholesterol pellets to show people what happens in the body when you have the high cholesterol. As a global healthcare company, we are proud to contribute to the well-being of society.” The event, completed by the parade of eleven “human” yellow spheres representing the “bad cholesterol” that was obstructing the passage of passers-by, helped to draw the public’s attention to how greater awareness and prevention can make a difference in fight against cardiovascular diseases, the leading cause of mortality in Italy.
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