According to the European Institute for Gender Equality (2020), Italy has the least expensive score in the EU gender equality index in the office. By the age of 12, 50% of girls’ vocation aspirations are influenced by gender stereotypes. A culture that encourages only male job products is unacceptable and Milan has acquired about the great importance of providing equivalent visibility to each men and women of all ages in society in a awesome and artistic way. However, the city has been aspect of the challenge as well, a predicament that changed when Terre des Hommes Italy NGO stepped up with its “DiscovHery Billboards.” In 2021, the town had 121 statues. The difficulty? Not a single just one of them represented a girl.

To alter that, the corporation that fights for gender equality chose to speak about this phenomenon on IWD 2021, hoping that its initiative developed in partnership with Pimples Milan — the innovative collective of the Deloitte family members — will encourage the city’s municipality to alter the city landscape by introducing new monuments that honor females. Through this week’s #ThrowBrandThursday, we are heading way again to March 8th, 2021, when the major squares of Milan hosted a mini-billboard “exhibition.”

Released to guidance the NGO’s #UnaStatuaPerLeBambine (#AStatueForTheGirls) petition — which invited citizens of Milan to set strain on the city’s authorities to construct the initially statue symbolizing a woman — Terre des Hommes positioned these mini billboards in critical location across Milan. Formulated with the strategy to supply a new point of view on the monuments that reside in the town, the panels had been specifically created to host mini sculptures symbolizing females who have produced background — in the earth and amongst more youthful generations of girls.

The mini statues depicting Nobel-Prize-winner Malala, 14-calendar year-old woman who escaped from her pressured relationship Nandhini, and Nobel-laureate Rita Levi Montalcini had been strategically positioned in the proximity of male sculptures, overshadowing their counterparts many thanks to a game of viewpoint. So, dependent on the angle the viewers seemed at the monument, they have been in a position to see the statues of adult males staying changed by a person of these a few illustrious gals who, just like a lot of males, have rightfully gained their area in one of Milan’s squares.

“We do not want to switch the statues,” responses Paolo Ferrara, Common Manager of Terre Des Hommes Italy. “But to present the individuals in Milan a new point of perspective. We feel that tales these kinds of as that of Malala Yousafzai, Nobel Peace prize winner and a image of the rights of all ladies, or Nandhini, who escaped from her compelled relationship, or even Rita Levi Montalcini, resource of inspiration for an complete generation of woman experts, are just some of those that ought to have a monument because they can encourage new generations in direction of an equal future”.

A QR code printed on the panels accompanying the statues invited the persons of Milan to scan it and explore other tales of females who have earned to have their personal monument. The code also enabled passers-by to get involved in the marketing campaign and in fact “change perspective” by signing the NGO’s petition to make the authorities build the 1st feminine statue in the town.

Much more than 4,000 citizens signed the petition. With zero media price range, the campaign had a access of 48M and all with the assistance of institutional representatives, journalists, influencers, and celebs. What is most essential is that, a handful of months following the campaign unfolded, Milan’s Mayor, Giuseppe Sala, uncovered the initial statue of a feminine, honoring Cristina Trivulzio di Belgiojoso, an Italian noblewoman who performed an vital job in the country’s battle for independence.


Customer: Terre des Hommes

Agency: Acne breakouts Milan

Executive Imaginative Directors: Emanuele Viora, Andrea Jaccarino

Supervisor: Fabrizio Marvulli

Head of social media: Sabrina Santoro

Art Director: Anna Clara Fanesi

Copywriter: Marco Tomirotti

Account: Paula Galic


OLYMPIQUE (manufacturing)

Director: Filippo Castellano

Govt producer: Tommaso Fajdiga

Producer: Silvia Fazio

Junior producer: Elisabetta Zecca

Established designer: Benedetta Brentan

Costruttore: Sergio Porta

Electronic sculptors: Giovanni Mauro, Roberto Digiglio, Camilla Grassotto

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