Event & Exhibitions

MILAN – For the third consecutive year, Fondazione Pubblicità Progresso organizes the International Conference on Social Communication. Social communication, often described as educational, informative, and motivational, has never been linked to the concept of happiness until now. This year’s conference aims to highlight the connection between social communication and happiness, focusing on the role communication can play in improving the quality of life both individually and collectively.
The project is organized into three initiatives:
The Conference, titled “Happiness is a Wonderful Commodity”, a famous phrase by Blaise Pascal.
The University Project “The New Face of Social Communication”, with results presented during the conference.
The Exhibition on Equal Opportunities “More Equality, More Happiness”.
The Conference is divided into four sessions:
First Session: November 22, Morning
Following an introduction by Alberto Contri, President of Fondazione Pubblicità Progresso, institutional figures and sector experts will provide a broad view of the theme from various perspectives.
Enrico Decleva, Rector of the University of Milan
Giuseppe Guazzetti, President of the Cariplo Foundation
Luigi Vimercati, Undersecretary of the Ministry of Communications
Contributions from cultural and scientific figures:
Flavio Mombelli, Neurologist and Psychotherapist
Giacomo Marramao, Professor of Philosophy at Roma Tre University
Stefano Zamagni, Economist and President of the Agency for Non-Profit Organizations
Additionally, Monsignor Angelo Scola, Patriarch of Venice, will give a speech.
Second Session: November 22, Afternoon
This session features the traditional creativity-focused roundtable discussion, coordinated by Franco Moretti (Art Directors Club Italiano), where famous creatives from various countries will discuss the theme of the event.
The session will also showcase the best international social advertisements, with a special focus on those that convey messages of happiness.
The second part will feature testimonies from individuals in various fields, such as writers, directors, painters, and actors.
Third Session: November 23, Morning
This session will focus on presenting the results of the “The New Face of Social Communication” initiative, highlighting the best analyses of social communication created by Italian university students participating in the project.
Among the speakers is Rossella Sobrero, Professor of Public Communication at the University of Milan.
The second part will present the exhibition “More Equality, More Happiness”, showcasing companies that contribute to the happiness of individuals and society through their products and services.
Sara Ranzini, Media Relations Manager for Coca-Cola Italy, will be among the speakers.
Fourth Session: November 23, Afternoon
This session will feature case studies of the most interesting projects and communication campaigns carried out by various stakeholders: businesses, institutions, and non-profit organizations. These stories exemplify how a positive approach can help solve problems and contribute to social development.
Speakers include:
Dario Bolis, Head of Communication, Cariplo Foundation
Maria Guidotti, Spokesperson, Permanent Forum of the Third Sector
Carlo Barburini, Director, Meyer Pediatric Hospital Foundation
Licia Sbattella, Scientific Director, Esagramma Training and Therapy Center
Aldo Daghetta, Communication Director, Pangea Foundation
Rosario D’Uonno, Artistic Director, Marano Ragazzi Spot Festival
Angelo Soria, Head of Institutional Communication, Piedmont Region.