NEWS

The 10 points proposed a few days ago by the journalists of “27esima Ora” are a breath of fresh air for the approach that calls for a rigorous, concise and sensitive way of reporting on sensitive issues, such as violence against women. It is also very comforting to discover that the 10 reflections almost literally coincide with those at the heart of the large campaign on gender equality that the Pubblicità Progresso Foundation will propose for the 2014-2015 biennium, considering femicide the final act of a chain of behaviors, thoughts, and stereotypes that come from a long way back.

Promoted at the initiative of the women on the Foundation’s Board of Directors representing advertising users and agencies (Giovanna Maggioni, UPA – Rossella Sobrero, Assocom – Donatella Consolandi – Unicom), the campaign is expected to last at least two years in order to have a serious impact on public opinion. Young & Rubicam, Burson Marsteller, Isobar, Istituto Piepoli, ComboCutFilm, Havas Media, and Media Club are involved in the ideation and production. The campaign will speak to both women and men: the former will be invited to acquire greater self-esteem, the latter will be invited to reflect on the fact that depriving themselves of female genius is pure self-harm.

On the one hand, we will try to prove that underestimating discrimination against women is already part of the problem, on the other hand, we will try to promote a widespread attitude of valuing diversity.

Ever more convinced that a few seconds of advertising are not enough to change behaviors or deep-rooted stereotypes, this new campaign also foresees the massive use of social networks, which are well suited to deeply involving people. All the new activities that Pubblicità Progresso has set up in recent years thanks to generous and professional volunteering, as well as the far-sighted support of the Fondazione Cariplo, will be invested with the responsibility of promoting this ambitious project. The Athena network has already met (university professors who are friends of Pubblicità Progresso, over 50 from as many universities throughout Italy) with the aim of involving their students – depending on the faculties – in the creation of unconventional social marketing initiatives, flash mobs, viral videos, shorts, infographics, social research, articles, and stories.

The Pubblicità Progresso online media library (which now contains over 2500 social campaigns selected from among the most creative and performing in the world) will offer points of comparison with the best that is done in various countries to promote equality. At the heart of the campaign will be a service portal that will help women (and also men) find concrete help and support in the fields of work, family, school, education, information, culture, entertainment, and also on the issue of violence.

We are involving artists, authors, and singers (both male and female) in a choral initiative capable not only of encouraging them to address the issue but also of raising funds to be allocated to scholarships for deserving girls who do not have the means to continue their studies.

We will try to involve television networks, newspapers, and in-depth analysis in the many side projects, including a book with stories of prisoners who have committed violence, so as to be helped to better understand the hidden reasons for their actions.

The campaign will be presented during the ninth International Conference on Social Communication, which will be held in Milan at IULM University on November 18, entirely dedicated to gender equality, and which will be attended by guests from all over the world. An enormous commitment, carried out free of charge but with many more costs than in the past, which is why we will also appeal to companies sensitive to CSR – especially those in the fashion industry – to help Pubblicità Progresso in this epic project to achieve that real gender equality capable of making society grow.