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English

Operating since 1971 (as an association, first, then as of 2005 as a foundation), Pubblicità Progresso is by now part [...]

English

Operating since 1971 (as an association, first, then as of 2005 as a foundation), Pubblicità Progresso is by now part of every Italian’s daily jargon, as it has become synonym to social advertising. The purpose of the foundation is to contribute to solving modal, civil and educational issues found within society, putting communication at the service of the common good.

As reminded by the President of the Italian Republic, Giorgio Napolitano, in the introduction of the book Pubblicità Progresso. La comunicazione sociale in Italia, published last year, the role of social communication today is all the more important, given the difficult times we are going through. Even though the attention today seems to focus on financial and economic issues, there is growing concern among citizens for the quality of people’s lives and the environment. This is why it is imperative to find suitable solutions to promote a cultural shift and a change in lifestyle.
I like to remind that Pubblicità Progresso has always dealt with issues such as the health of people and the planet: it was in 1971 that the first blood donation campaign took place; it accomplished unexpected results, contributing to increase the number of blood donors by 30%. In the following years it has tackles the issue of environmental protection with several campaigns, including A difesa del verde and A difesa dell’acqua. In 2006 it promoted the Movimento campaign, whose purpose was to foster healthier living.
We certainly hope that the latest organ donation campaign – which rests on a cross-media strategy involving offline and online media – will contribute to a tangible increase in the number of donors, just like it happened back in 1971.
Alberto Contri
President of Fondazione Pubblicità Progresso



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© 2007 Fondazione Pubblicità Progresso - C.F. 97418260150 - Via Mercalli 11, 20122 Milano - tel. 02.58304448 fax 02.58307430.