Adnkronos (Adnkronos) – From the collaboration between Lucca Comics & Games, the largest European festival dedicated to comics, games, and fantasy imagery, and the biopharmaceutical company MSD, 'Il quinto' is born, a new communications project that, through an unpublished comic and an original story, aims to spread greater knowledge and awareness of the human papillomavirus (HPV), recognized worldwide – according to a statement – as the "second leading infectious cause of cancer, in both men and women."
The project was created by a number of renowned artists, including Peach Momoko, who designed the cover; Luca Enoch, who wrote the script; artists Giacomo Bevilacqua and Paolo Barbieri, who feature on the inside panels; and Valerio Amilcare, who created the artistic content and interactive experience for the initiative, which was featured at the MSD stand in Piazza San Martino, in the Tuscan city.
The illustrations tell a profound story of friendship, memories, and never-forgotten promises, intertwined with the theme of the human papillomavirus. The activity focuses on spreading this message through the medium of comics, chosen as a key element given their universal and engaging language. This language, through the artwork itself, can interpret and promote awareness of a still little-known virus that has a profound impact on the health of men and women in our country and around the world.
"The goal of this comic isn't just to entertain, but to stimulate curiosity and awareness," says Enoch. "Through the power of storytelling, we want to invite readers to learn more about HPV, consult with their doctor, and access informative content through the experiences offered at the festival. Because a story can move, but also help you make more informed choices about your health."
The project's launch is a key element of the 60th edition of Lucca Comics & Games and includes a rich program of events that will engage festivalgoers through meetings, in-depth discussions, and experiential activities, both at the MSD stand and in some of the festival's main venues. The presentation event—tonight at 6:00 PM at the Teatro San Romano—is open to the public and will feature the team that worked on the comic. It will demonstrate how the language of comics can be an effective tool for engaging people with issues of great importance to public health, such as raising awareness about the human papillomavirus. The comic will be distributed free of charge during dedicated events, at the MSD stand, and through other distribution points throughout the festival.
The experience will also continue beyond the reading itself, the press release details, through an interactive activity and an original stamp to access unique activations. Many of these will begin at the pharmaceutical company's stand in Piazza San Martino. These experiences will allow visitors to discover the original story online at hpvitalia.it during the festival and in the days following, including through the Lucca Comics & Games app. "Comics have the unique ability to transform complex themes into engaging and emotional stories," comments Emanuele Vietina, general manager of Lucca Crea and director of Lucca Comics & Games, "more than any other medium. We are proud of this collaboration with MSD Italia, because Lucca Comics & Games has always emphasized the role of culture as a tool for raising awareness in the present. We know that HPV-related cancers are a significant health issue for both women and men, and we believe that comics can make complex topics accessible and introduce new audiences to accurate health information. Through the power of storytelling, we want to stimulate curiosity and awareness, encouraging people to get informed, talk to their doctor, and make informed choices for their health."
"With 'Il Quinto' we want to transcend the boundaries of traditional scientific communication to reach people where they choose to live, where they pursue their passions," says Nicoletta Luppi, president and CEO of MSD Italia. "The collaboration with Lucca Comics & Games offers us a unique opportunity to engage with young adults between 18 and 30, a segment of the population often unaware of the risks and consequences of HPV. Our goal is to bridge the gap, promote accurate information, and encourage people to confidently consult their doctor. Health and prevention are born from awareness, but they only have a tangible impact when they are transformed into personal and responsible choices, with an impact that also becomes significant for society, beyond the sustainability of public health."
Human papillomavirus (HPV) is a very common virus that can affect women and men of all ages, including adults, and often causes no symptoms. In most cases, the infection clears spontaneously from the body, but when it persists over time, it can be associated with the development of various diseases and some cancers. In Europe, HPV is estimated to be responsible for approximately 100% of cervical and anal cancers, 78% of vaginal cancers, 51% of penile cancers, 37% of oropharyngeal cancers, and 31% of vulvar cancers. The infection can affect both women and men, and the risk of acquiring it does not disappear with age. Therefore, it is important to understand the HPV, its impact on health, and to consult your doctor for accurate and up-to-date information.
"For over twenty years," explains Carlo Signorelli, full professor of Hygiene and Public Health at Vita-Salute San Raffaele University in Milan, "I have been committed to promoting prevention and scientific information as fundamental tools for addressing HPV, an infection that can affect women and men at different stages of life and is the cause of various forms of cancer. Today, we have the knowledge, strategies, and tools needed to concretely address the elimination of cervical cancer and other HPV-related cancers, but to achieve this goal, it is essential to engage the entire population in this major public health challenge. This is why it is crucial to invest in initiatives that communicate with people in accessible and engaging ways. Greater knowledge of HPV can help people make more informed choices and communicate with their doctor, an essential point of reference for prevention. Only through accurate information and dialogue can we aspire to put an end to HPV-related cancers."
HPV-associated cancers "can be effectively addressed through an integrated strategy based on information and prevention, aimed at both men and women," concludes Caterina Rizzo, Professor of Hygiene and Preventive Medicine at the University of Pisa. "Initiatives like this help bring people closer to their doctors, encouraging early discussions that can help identify the most appropriate prevention strategy. Communication is essential to transforming scientific knowledge into awareness. Through engaging languages like comics, we can bring the public closer to complex issues like HPV, sparking curiosity and interest in reliable information. Il Quinto demonstrates how science and storytelling can work together to foster greater awareness and promote informed dialogue with your doctor."
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