Descrizione Progetto

CROCE ROSSA ITALIANA
“Condividi davvero” campaign

Let’s share it!

The Italian Red Cross has chosen The Brand Shop to bring to life “Condividi Davvero”, the integrated campaign that turns the language of social media into a message of genuine solidarity.


The idea stems from flipping the concept of “sharing” — transforming it from a virtual gesture into a real commitment, inviting people to join the Italian Red Cross in supporting those living in vulnerable conditions. This multi-subject, visually impactful campaign spans TV, radio, print, OOH, social, and digital channels, drawing inspiration from authentic stories of people supported by the Italian Red Cross.


The TV commercial and digital content echo the aesthetic of social media stories, guiding viewers from the online world to the deeper meaning of “sharing”: truly making a difference. Adding even greater emotional power to the message is the voice of Luca Ward, one of Italy’s most iconic voice actors, who narrates the TV and radio spots.

 

SOCIAL

 

OUT OF HOME

 

PRINT

The campaign was also developed for print, appearing in major national newspapers and leading magazines to maximize reach across offline media. A double-sided flyer was also produced and handed out directly to the public, bringing the message offline and into people’s hands.

 

RADIO

For radio, the message was broadcast across the most prominent Italian networks, further strengthening nationwide reach. As in the institutional video, the narration features the powerful and unmistakable voice of Luca Ward, enhancing both emotional impact and credibility.

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