Astoria and CIAI – Italian Children’s Aid Center – reward Notorious’s idea for the development of a new social campaign. Notorious has also been tasked with developing the project in 2020.
If you search for #lovespeech on Instagram you will find 2,800 posts. If you search #hatespeech you will find over 30,000. For next year we want to help reverse the proportion and spread only positive messages.
This is how Carlotta Polegato, Astoria communications manager, explains the logic of the new social campaign of the family business created by Notorious Agency.
The campaign was chosen among the many proposals that arrived on social media in response to the “Call for ideas” by Astoria Wines and CIAI (Italian Child Aid Centre), an organization authorized for international adoption and an NGO which has been spreading the culture of inclusion in Italy and abroad for more than 50 years and acts with its cooperation projects to reduce the vulnerabilities they create discriminations.
The trend of 2020? It will be the #LoveSpeech
What better weapon to counter the spreading climate of hatred than love?
It is starting from this concept that the idea proposed by Notorious Agency aims to disseminate a message focused on the positive values that a society projected towards a better future needs to mature and definitively make its own.
Astoria Wines is a winery appreciated for its Prosecco but also for its social commitment to integration. The latest campaign, entitled “No Hate Speech” had attracted great attention: a group of Italian athletes of foreign origin, through a video, responded to the insults received on social networks. After this initiative, during the summer, Astoria launched a competition aimed at collecting ideas for the creation of a new social campaign in favor of integration.
Carlotta Polegato continues:
Over 80 projects have arrived, all very beautiful because they show us an Italian reality made up of people who are committed on many fronts. We have received ideas for the world of fashion, land reclamation activities, initiatives in schools, language courses for adults…
The selection was difficult, but in the end the choice went to the project of the Notorious communication agency of Castelfranco Veneto, which proposed a change of perspective, inviting us not to focus on hatred, but on its opposite. ”
Marco La Fiura, owner of Notorious Agency, explains:
The objective of the new campaign will be to disseminate a message focused on the themes of listening, identification with others and empathy. Listening is the first step towards a profound understanding of phenomena; it generates respect for others and opens up a positive relationship with people.
Art to fight hatred
The project proposed by Notorious aims to create a collective message: giving it shape, in a completely personal way, will be a selection of artists – in particular illustrators – who will be able to offer their free artistic interpretation to the theme of the fight against “hate speech” and its harmful and inevitable consequences, in favor of a “love speech” based on understanding and support towards others.
Notorious Agency will involve 12 illustrators, who will be called to illustrate as many tables on the #Lovespeech theme. The works will be exhibited in a traveling exhibition in some of the main Italian cities, which will begin during spring 2020.
The works will then be published and sold to raise funds for the CIAI (Italian Child Aid Centre), a body authorized for international adoption and an NGO that has been spreading the culture of inclusion in Italy and abroad for more than 50 years and acts with its cooperation projects to reduce the vulnerabilities that create discrimination.
They talk about us
