The Order of the Medical doctors of Bari was one of the first Orders in Italy to constantly and systematically exploit advertising communication to make citizens aware of crucial health and healthcare issues, with the explicit intent to lay the foundations for rebuilding the doctor-patient trust relationship.
Given the increasing number of attacks on physicians by patients, the OMCeO has asked the agency to develop a campaign that would serve to reconcile doctors and citizens and to strengthen the relationship between doctor and patient that is the basis of the therapeutic alliance.

The “Doctors and Patients. Two sides of the same discomfort ”has aimed to present health workers on one side and citizens on the other as victims of the malfunctioning of the healthcare system.
Doctors and patients are in fact victims of the same distorted system in which only the balanced budget is pursued, losing the right to health, safety, autonomy and independence of the profession, while they should be allied in a reform of the healthcare system that aims to protect the right to health and the dignity of the profession, as stated in the headline “Doctors and Patients, two sides of the same discomfort. We are asking for more health resources. Together".
The campaign was shown in posters (poster 6x3 in Bari) and in video (conveyed via social media).

The OMCeO of Bari commissioned the research institute Eumetra of Renato Mannheimer to carry out a survey to understand how the communication campaigns of the Order had been received by the citizens.
The feedback on the sample of 400 individuals interviewed which showed the "Discomfort" campaign was fully positive with respect to its objectives:
56% of respondents correctly identify the main content of the message in the common
battle. 37% said they felt a greater "understanding" of doctors, while 30% said they felt "solidarity" with healthcare professionals.