Great success for Milano Taking Care, the first Italian event promoting free prevention for all!

13 May 2019

The challenge was to involve the Milanese in two days of medical examinations, prevention, sport and wellbeing, and judging by the results, Milano Taking Care seems to have won: despite the heavy rain, 3,600 people came to the Cavallerizze of the Leonardo da Vinci Museum of Science and Technology in Milan last weekend, the scene of the first Milanese edition of TCS, the Biennial of Health and Sport.

“The objective of Milano Taking Care,” explains Federica Miraglia, creator of the Biennial of Health and Sport, of which MTC is a member, “is to bring concepts such as prevention and wellbeing back onto people’s agendas. The winning elements of this initiative are the free medical and health services and the informal approach with which citizens can approach doctors, because our aim is to talk about prevention without medicalising people’s lives”.

A rich and varied programme with show cooking, 45 thematic meetings, activities for children, live workouts and hundreds of free consultations and screenings with the more than 40 partners that drew the applause of the Regional Councillor for Welfare Giulio Gallera, who arrived at the Cavallerizze space for the inauguration of Milano Taking Care. “A beautiful, important and effective event on a theme that is the theme of the future: prevention”, was Councillor Gallera‘s comment.

“Prevention is not just about screening, which has now become part of the common mentality, but is also about a correct lifestyle: a healthy diet and regular sporting activity, values in which we as an administration strongly believe,” echoed Roberta Guaineri, Councillor for Sport and Tourism for the Municipality of Milan: “I hope this initiative will be spread nationwide because prevention means reducing healthcare costs and giving doctors the chance to devote more time to those with serious illnesses.

MTC Salute offered a space for meeting, fun and experimentation, a format that is unique to date. At the Medical Village stands, the Milanese were able to access free consultations and screenings: from preventive dental examinations to blood glucose measurements, but also audiometric tests, spirometry and cardiac monitoring.

The event’s testimonials included Licia Colò, Susanna Messaggio, Chef Rubio and Tessa Gelisio. Of great importance was the intervention of Mediability, which followed the Instagram and Facebook sponsorships and made its photographers available for the entire duration of the event. The official commercial of the event was filmed in Mediability’s studio, intended for social media and shown in all the cinemas in Milan in recent weeks.

These results fill us with pride and now make us fly…. To the next event!