TURIN (ITALPRESS) – Lancia has always stood by cultural and civil causes of various kinds, helping to create a better world for future generations. And today, in the same spirit, it is presenting a new awareness-raising initiative dedicated to women, with which it wants to acquaint a wider audience with the anti-violence number 1522 of the Presidency of the Council of Ministers, completely dedicated to victims of violence and stalking.
1522 is active 24 hours a day, seven days a week, free of charge and guarantees full anonymity, offering support and assistance to anyone in need, through specialized operators ready to listen and help. The service can be accessed via phone call or chat on the official website, providing information on anti-violence centers and directing victims to pathways of protection and advocacy. Declined on digital and OOH channels, the exciting campaign was developed by Lancia in collaboration with creative agency 777 and features the claim “Together to Protect.”
The new project was enthusiastically joined by actress Cristiana Capotondi, who is constantly involved in social initiatives in favor of women and was already the protagonist of the “Punch” campaign created by the Lancia brand in 2022. Back then, public opinion was shaken by the strong, yet elegant images of an evocative short film that invited everyone to get involved in spreading a culture centered on the values of love and respect. Next to the actress was a Lancia Ypsilon, which has always been an icon of elegance and personality, accompanying generations of women with style and character through an unbreakable bond made of emotion, independence and timeless beauty.
The same call to action can be found in the new digital video “Together to Protect” directed by director Ago Panini. Viewable at the following link, the video opens with a refined sequence that shows us the interior of the New Lancia Ypsilon, the heir to the iconic model, but is interrupted by the explosion of a pink airbag filmed in an extremely elegant slow motion. Clear and effective is the analogy between the safety devices in the car and the appropriate tools to combat violence against women, emphasizing the importance of providing adequate protection and support to those who need it.
In addition to digital planning, in the media plan curated by Starcom, the image of the pink airbag will also stand out in large Italian squares, as a 3D billboard with a strong visual impact, making people think about an issue that is too often underestimated or ignored. The billboard plan involves 9 digital 3D maxi installations placed in strategic high traffic points, with 5 installations in Milan, including The Corner, and 4 in Rome. The campaign will be on air from the evening of March 7 to March 15, bringing Lancia’s message to symbolic locations in the two cities. In Milan, the maxi screens will illuminate central areas such as the Navigli and Corso Vittorio Emanuele, while in Rome they will be visible in key points such as Via Piave, Via dei Romagnosi and Lungotevere Castel Sant’Angelo. A high-impact visual operation to raise awareness of an issue that cannot be ignored.
Finally, it should be emphasized that Lancia and Differenza Donna will also collaborate in the coming months, offering a series of training appointments on this issue, both in the company and at the Lancia Houses, i.e., the brand’s exclusive showrooms where design, elegance and comfort come together to create a warm, welcoming and typically Italian atmosphere. They will therefore be the perfect place to face the drama of gender violence, feeling at home, protected and wrapped in an embrace of style and sophistication. “Lancia is a historic brand, for decades one of the most beloved brands for women.
This is why we feel it is our duty to play our part in a battle that affects everyone. With Together to Protect we choose to make a concrete contribution to the spread of the 1522 number of the Presidency of the Council of Ministers, because gender violence cannot be ignored. It is not enough to talk about it: we need action, responsibility and constant support for those who need it. Lancia wants to stand by women, to promote awareness, protection and real change,” says Charles Fuster, Marketing & Communication Director of Lancia.
“Lancia’s project is really important, because it ensures that more and more women know and access the 1522 number of the Presidency of the Council of Ministers, which is active 24 hours and is answered by specialized operators. The task of the operators is valuable and often decisive in beginning the path out of violence: those who answer 1522 provide guidance and advice, but above all are able to give accurate information about the level of risk in which one finds oneself and the importance of not being alone at such a delicate time. Lancia’s support in the dissemination of 1522 is undoubtedly valuable and useful in combating violence against women, which is still too prevalent in our country,” comments Elisa Ercoli, President DIfferenza Donna. “After the 2022 Punch campaign, I am happy to renew my commitment with Lancia in a project that focuses on protecting and supporting women. There is still much work to be done, but initiatives like ‘Together to Protect’ show that we can and must continue to join forces. Only with a collective effort can we build real change so that no woman feels alone anymore,” Cristiana Capotondi concludes.
-Photo press office Stellantis-.
(ITALPRESS).
