Emilia-Romagna Region
Integrated campaign to support the "Mettiamo radici per il futuro" project.
Background
For a greener world
“Mettiamo radici per il futuro” (Let's plant roots for the future) is the project promted by the Emilia-Romagna Region to accelerate the ecological transition locally and generate new sustainable development by preserving natural resources and protecting people's well-being. For this initiative, the agency was involved for an awareness campaign on the crucial issues of environmental sustainability, urban forestation, and the importance of trees for community well-being.
Concept
Your tree is waiting for you
The campaign, created to highlight and celebrate virtuous companies and organizations that have contributed to the sustainable growth and ecological transition of the region, aims to invite citizens to go to affiliated nurseries and pick up one or more trees for free, choosing from more than 100 different species. As always, we started from an analytical approach to delve into the green priorities of Italians, analyzing which factors affect sustainability most for citizens and thus defining how consciously acting at an individual level for the future of the planet is crucial for the whole community.
Campaign
An integrated, multi-platform plan
To tell this story, we designed and organized a launch event as an opportunity to share results, experiences and future plans, and to create a moment of reflection and inspiration for all citizens. The event represented the kick-off of the on and offline communication campaign that we translated across TV spots, radio spots, digital, and OOH, with the aim of making our key message as widespread as possible.
