Janssen Italia launches MS awareness campaign with NFT art in the Metaverse
Janssen Italia, a subsidiary of Johnson & Johnson, initiated the campaign 'Diamo uno strappo alla SM' to enhance awareness of multiple sclerosis (MS), which impacts over 1 million individuals in Europe and 133,000 in Italy. In collaboration with AISM and SIN, this initiative employs contemporary art and social media to elevate the voices of those living with MS. Illustrator Nazario Graziano developed the 'SM-art Collection' based on Instagram photos capturing meaningful moments for users. These artworks were transformed into NFTs and showcased in a virtual gallery during the 52nd Congress of the Italian Society of Neurology in Milan from December 3 to 6, 2022. Experts highlighted the importance of personalized treatments, with Francesco Vacca noting that the NFTs represent unique MS journeys.
Key facts
- Janssen Italia launched the campaign 'Diamo uno strappo alla SM' to raise awareness about multiple sclerosis.
- The campaign is under the patronage of AISM and SIN.
- Nazario Graziano created the 'SM-art Collection' based on user-submitted Instagram photos.
- The artworks were transformed into NFTs and exhibited in the Metaverse.
- The exhibition was presented at the 52nd Congress of the Italian Society of Neurology in Milan, December 3-6, 2022.
- Three works were selected from shared images and are not for sale.
- Over 1 million people in Europe and about 133,000 in Italy have MS.
- The campaign uses art as a tool for empathy and expression for MS patients.
Entities
Artists
- Nazario Graziano
Institutions
- Janssen Italia
- Johnson & Johnson
- AISM (Associazione Italiana Sclerosi Multipla)
- SIN (Società Italiana di Neurologia)
- ECTRIMS (European Committee for Treatment and Research in Multiple Sclerosis)
- Università di Cagliari
- San Camillo-Forlanini Hospital
- Centro Regionale Sclerosi Multipla di Cagliari
Locations
- Italy
- Europe
- Milan
- Sardinia
- Cagliari