Focus on Yourself
Presented in Milan during the ninth International Conference on Social Communication, the new Pubblicità Progresso campaign: Focus on Yourself.
The campaign tackles the various faces of discrimination (at work, in the family, in relationships, etc.) in an original way, starting from the insight: “the first form of discrimination is denying that it exists.” The fact that it is identified, recognized, 1 and brought to light is the first condition for being able to definitively combat it.
Pubblicità Progresso aims to enhance gender diversity, achieving two objectives. On the one hand, a greater awareness among women of their rights, their expectations, and their potential: this is the first step towards defending a more balanced and complementary identity and role in society. On the other hand, the awareness on the part of men of the effects of certain of their attitudes and behaviors, and how these must be overcome: it is only under this condition that women can represent a true counterpart with which to measure themselves in a fair and constructive way for the well-being of the entire society.
The campaign involves the use of all integrated communication tools: traditional media (billboards, TV, radio, and print) will be used to draw attention to the issue; the web and other tools will help to deepen the various topics and make the communication viral. The billboards play on images of women’s faces with a balloon inside containing an unfinished sentence that demonstrates that women cannot express themselves 100%. In some posters, the sentences have been completed by strangers with discriminatory words. Acts of vandalism that reveal not only prejudices but deeply negative attitudes. The vandalized billboards highlight one of the campaign’s intentions: to make discrimination visible, to remember that it is necessary to change attitudes, and to underline the urgency of such change.
The TV spot reconstructs the entire operation: from the posting of the poster to its vandalism, and concludes with the call to action Punto su di te, which represents the message of the campaign, for active participation in the initiatives reported on the portal.
In fact, to offer a concrete service, a very articulated portal will be created that will contain, divided by topics, ideas, and initiatives: links to services for women and working mothers, to anti-violence centers, information on theater performances, books, blogs on the subject, etc. Furthermore, the methods for reporting advertising that offends the image of women to the IAP, Istituto di Autodisciplina Pubblicitaria, will be indicated.
Among the many activities, a competition for the creation of a song is planned, destined to become the symbol of the entire campaign, which will last two years. The song, which must express the advantages of gender equality and enhance diversity, will be selected by a jury composed of authoritative musicians and journalists. In mid-2014, a large concert is planned with the participation of figures from the Italian music scene, the proceeds of which will be used for scholarships for young female students.
Not only a campaign, but an integrated communication project with the aim of overcoming prejudices in a direction of greater respect, listening, and esteem, in favor of a cultural change capable of leading to real gender equality.
CAMPAIGN CREDITS FOCUS ON YOURSELF Agency: Young & Rubicam Group EVP – Executive Creative Director: Vicky Gitto Copywriters: Giovanbattista Oneto, Carmen Balestrieri Art directors: Davide Breghelli, Cinzia Caccia, Giulia Papetti 50”- 30”- 2x 15” spot production company: ComboCut films Director: Alessandro Palminiello Executive producer: Alvise Barbaro Music: Quiet Please – Ferdinando Arnò 30” radio production company: Eccetera Executive producer: Josè Bagnarelli Photography: Hyperactive Studio – Mauro Turatti, Mattia Giani PR events agency: Burson-Marsteller Media Centers: Havas Media Group, MediaClub, Kinetic Market Research Institute: Istituto PiepoliFirst phase poster spaces: IGPDecaux, Maxima, Ipas Poster printing: Sprint Production, GPP Industrie Grafiche Portal design and structure: Isobar Portal content: Mimesi Music competition: Mario Lavezzi Radio spot speakers: Cinzia Massironi, Samanta Cornaviera, Matteo Zanotti Photo cast: Carlotta Brambilla, Lisa Fuxcer, Cinzia Galimberti, Anna Yan Karini, Anna Racano, Tiziana Wake
