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Waiting for Mr Hyde
Otsuka Pharmaceutical supported “Waiting for Mr Hyde”, a short documentary presented at the Rome Film Festival and hosted by Gianmarco Tognazzi. Using the metaphor of a sudden, unwelcome transformation, it tells the stories of people living with hereditary angioedema and explores the illness’s impact, treatment and stigma.
Why it worked: Premiering a celebrity-hosted patient doc at a major film festival created a hard news peg and human-led medical urgency journalists could run with.
The lesson: Consider premiering a short, expert-backed human story at a major cultural event to turn a niche issue into timely news.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| ansa.it | ‘Waiting for Mr Hyde’: Gianmarco Tognazzi sheds light on hereditary angioedema | Wednesday 21st October, 2026 |