Integrated fundraising and awareness campaign relaunch for ActionAid Italia

For World Food Day 2013 ActionAid Italia re-launched the “Operazione Fame” a fundraising and awareness campaign with a new symbol and logo, with TV, print and radio ads, with a press conference and with PR activities targeting both influencers and final audience.

“Enough food isn’t enough without
the right tools”

Print

Plenty of other organizations address this problem and it becomes difficult to emerge in such a crowded scenario. This matter leads to the necessity of a clear and emblematic symbol that gives strength to the message and helps the PRs in the dialogue with the media.

That is why I came up with a key symbol – a holed spoon. A simple, tangible and easily embraceable concept about how it really feels not to have access to food. Then we have sent it to testimonials, actors, journalists and TV hosts. We have invited them to show our symbol and take part in the campaign, to help us foster and sustain the fund-raising among their targets.

TV Spot 30’

Operation Hunger built awareness and raised funds by mobilizing and leveraging the powerful voice and creative talents of Italian entertainment industry.

Alex Braga, Lillo & Greg duo, rapper Frankie HNRG met the communities supported by ActionAid in Brazil, participated in the programs of the rural radio boys and discovered the innovative techniques of agroecology. Alongside with them Beppe Fiorello, Stefania Rocca, Luca Ward, Paola Marella, Eleonora Daniele, Sebastiano Rovida, Tania Cagnotto, Fiona May, Arianna Errigo, Alessandra Sensini and many others have joined the campaign.