Some stories are meant to be heard. Others become action, bringing together people, places, and communities.
Long recognized as a reference point for national solidarity, the Italian Red Cross chose to strengthen its communication with an awareness campaign that gives voice to local communities and the work of volunteers.
For the second consecutive year, we developed an emotional storytelling approach, capable of turning awareness into concrete action, building a bridge between the organization, the community, and citizens.
With the campaign "Poi ci siamo incontrati" we continued the journey started in 2022, following up on the questions left open by the previous campaign, which won the Key Award for public communication. This evolution amplified the Italian Red Cross’s message across digital channels, Google Ads, Spotify, national TV and radio, and even public transport throughout Italy.
The impact was immediate and tangible: in just 7 days, the campaign generated millions of interactions, sparking conversations online and offline, and gathering thousands of organic mentions across the country. The result? A message that resonated in every corner of Italy, strengthening the bond between the Italian Red Cross and the community, and turning each story into an opportunity for collective action.