Milan, March 12, 2019 – “Integration is so simple that even a child understands it. We wanted to start with the innocence and spontaneity with which children approach the topic of integration, a necessity in the increasingly multicultural societies of European countries. This awareness campaign uses the language of fresh irony, born from the natural spontaneity of children, who, by nature, have no prejudices against those who appear different.” This is how the Foundation presents its commitment to the awareness campaign in support of the ACRA-led project “Our Invisible Cities – Encounters and New Narratives of the World in Cities,” called #IntegrAction.
The campaign, promoted by Fondazione Pubblicità Progresso together with ACRA, with the scientific support of Fondazione ISMU, and produced by Bedeschi Film and Acqua Group, aims to encourage reflection on the need to learn how to live in a society capable of harmonizing its diverse cultural identities. It seeks to create a new common lexicon, moving away from an emergency mindset.
To achieve these goals, it is necessary not only to raise public awareness but also to highlight how different cultures interact daily and contribute to the development of our societies. The campaign focuses on children’s perspectives, starting with schools, where integration naturally takes place every day. “Restoring the correct value to words, starting with the voices of those who have no prejudices because they see diversity as an asset, not a problem,” says Valentina Rizzi, Head of the Italy-Europe Program at ACRA.
“We are delighted,” says Giovanni Bedeschi, founder of BedeschiFilm, “to have contributed to this wonderful campaign in support of integration, a topic that is increasingly relevant. At Bedeschi Film, we have always been sensitive to social communication and its benefits.”
“For Acqua Group,” says Davide Arduini, President of Acqua Group, “it is a great satisfaction to once again work alongside Pubblicità Progresso, contributing creatively to a campaign that addresses the theme of the culture of integration.”
The concept of the campaign is to highlight the value of diversity and the positive aspects that encounters between different cultures bring, which we already experience in our daily lives. The campaign is a tool to promote dialogue and overcome partial perspectives on the migration phenomenon.
The project “Our Invisible Cities – Encounters and New Narratives of the World in Cities,” led by ACRA and co-financed by the Italian Agency for Development Cooperation (A.I.C.S.), aims to foster intercultural dialogue and highlight the contributions of foreign citizens to Italian society. It includes actions to promote mutual understanding, such as organizing Migrantour intercultural urban walks (www.migrantour.org) in 10 different cities across Italy. These walks provide a fresh perspective on the most multicultural neighborhoods of each city.
Avoiding unnecessary rhetoric, Fondazione Pubblicità Progresso and ACRA present a campaign that seeks to promote, with humor and simplicity, the essential value of cultural diversity and integration in our society.
To achieve this ambitious goal, all tools of integrated multimedia communication were utilized: traditional media to draw attention to the topic, the web and social media to delve deeper and “viralize” related themes, and a dedicated training course for journalists titled “Understanding and Communicating Migration.”
Credits spot web
Agenzia: KeyADV (Acqua Group)
Creative Director: Luca Negretti e Massimo Del Monaco
Copywriter: Veronica Maggi
Art Director: Roberto Ferrario
Account Director: Andrea Casneda
Account Executive: Alice Usai
Casa di produzione: Bedeschi Film
Soggetto Bimbi:
· Casa di produzione: Bedeschi Film
· Produttore: Giovanni Bedeschi
· Line producer: Valeria Mazzotta
· Regista: Alberto Poli
· D.O.P.: Angelo Coli
· Montatore: Tommaso Bedeschi
· Post produzione: Bedeschifilm
· Colorist: Orash Ranema
· Mix: Riccardo Milano
Soggetto Adulti:
· Casa di produzione: Bedeschi Film
· Produttore: Giovanni Bedeschi
· Line producer: Valeria Mazzotta
· Regista: Claudio Gallinella
· D.O.P.: Angelo Coli
· Montatore: Tommaso Bedeschi
· Post produzione: Bedeschifilm
· Colorist: Orash Ranema
· Mix: Riccardo Milano
Credits campagna social
Digital Strategist: Valentina Foschi
Social Media Manager: Francesca Bonfanti
Videomaker: Vittoria Maiolo, Stefano Scagliarini
Operatore: Clorinda Sissi Galasso
Ufficio stampa: Close To Media
