Once they made light of the coronavirus, then the graveyards started filling up. Now Italians are warning the rest of the world to learn from their mistakes before it's too late.
"Protect yourselves, I beg you. Don't listen to those who say it's not serious," mother Linda Maresca tweeted.
The #coronavirushasnoborder hashtag is doing the rounds, as people young and old, celebrity and commoner, urge others to stop underestimating a disease which is stretching northern Italy's hospitals and doctors to the limit.
"I want to warn you so that you don't face what we are facing here," Italian blogger Marco Cartasegna told his 386,500 followers on Instagram.
"Please take advantage of our example and act now to prevent a huge crisis in your countries," he said.
While Italy has been battling the silent killer for nearly a month and now has over 31,000 cases, and more than 2,500 victims, other countries are behind the curve and have only recently been forced into action.
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France and Spain have recently imposed lockdowns, while Belgium and Germany have ordered their citizens to stay at home, but others like Britain and the US have faced criticism for delaying anti-coronavirus measures.
In Olmo Parenti's short film "10 Days", out this week and made after the start of Italy's lockdown, Italians 'from the future' sent messages to their past selves, telling them -- and others around the world -- what they wished they had known.
"Stop making fun of your mother when she tells you to buy masks, and go and buy them," one woman urges.
Another, wearing a face mask, says: "The worst-case scenario? That's exactly what will happen".
The film ends with the message: "We underestimated this. You don't have to do the same. Stay at home."