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Last Friday, Lancia and the Differenza Donna association held a talk entitled “Together to Protect: A Dialogue on Gender-Based Violence” in the sumptuous setting of Villa Necchi Campiglio in Milan. The event featured the participation of Elisa Ercoli, President of Differenza Donna, Lancia CEO Luca Napolitano, Roberta di Mario, pianist and founder of We – Women’s Equality Festival, and the actress Cristiana Capotondi. The latter sent a video message from the set of her latest film in Rome to express why these issues matter and why she has always been an advocate for women. Pianist Roberta Di Mario opened and closed the talk with a moving performance which exhibited the universal power of music and art to convey deep emotions and messages.
The event held in Milan was also the ideal occasion to present the new “Together to Protect” campaign launched by Lancia to raise awareness about the Prime Minister’s Office’s 1522 helpline for gender-based violence. After all, the Italian brand has always allied itself with a wide range of cultural and civil causes to contribute to creating a better world for future generations. And today, with the same spirit, Lancia has introduced this new public awareness initiative dedicated to victims of violence and stalking.
1522 is free, 24/7, and anonymous, offering support and assistance to anyone in need through the work of specialized operators who are ready to listen and help. The service is accessible via telephone or chat on its official website, supplying information about women’s shelters and leading victims towards the path of safety and protection.
Available on digital channels and OOH, the moving campaign was developed by Lancia in collaboration with the 777 creative agency and features the slogan “Together to Protect”. The actress Cristiana Capotondi, a constant advocate for women’s issues, enthusiastically attached her name to the project following her previous role in Lancia’s “Punch” campaign. The 2022 video made a major impact on public opinion through the use of intense, yet elegant, imagery which was aimed at promoting a culture of love and respect. In the ad, the actress stood next to a Lancia Ypsilon, an icon of elegance and personality which has accompanied generations of women with style and character and has forged an unbreakable bond with them through shared emotions, independence, and timeless beauty.
The same call to action can be found in the new “Together to protect” video directed by Ago Panini. Available for viewing at the following LINK, the video opens with a refined sequence which shows us the interiors of the New Lancia Ypsilon, the heir to the iconic model, but is interrupted by an extremely elegant slow-motion explosion of a pink airbag. A clear and effective analogy is made between the car’s safety features and the tools created to combat gender-based violence, underlining the importance of providing ample protection and support to those in need.
In addition to the digital strategy, the media plan curated by Starcom will also feature the image of a pink airbag across major squares in Italy on striking 3D screens which are aimed at raising awareness about an oft-neglected issue.
From the evening of March 7th to March 15th, the campaign will feature nine 3D digital screens placed in strategic, high-traffic areas in Milan (5, including The Corner) and Rome (4), bringing Lancia’s message to symbolic locations across the two cities. In Milan, the screens will light up central locations like Navigli and Corso Vittorio Emanuele, while the main sights in Rome will be located in Via Piave, Via dei Romagnosi, and Lungotevere Castel Sant’Angelo. This visually striking initiative has been designed to raise awareness about an issue that cannot be ignored.
Lastly, Lancia and Differenza Donna will also team up across the next few months with a series of training events about the issue both on company premises and in the Casa Lancia—i.e., the brand’s exclusive showroom where design, elegance, and comfort come together to create the trademark warmth and comfort of Italian dwellings. By embracing visitors in style and refinement and making them feel at ease, the Casa Lancia are ideal for addressing the issue of gender-based violence.
Charles Fuster, Marketing & Communication Director di Lancia, states: “Lancia is a historic brand which has been cherished by women for decades. That’s why we want to do our part in a battle that concerns us all. With Together to Protect, we have decided to spread the word about the Prime Minister’s Office’s 1522 hotline, because gender-based violence is an issue which cannot be ignored. It’s not enough to speak: actions, responsibility, and support are required for those in need. Lancia wants to be an ally for women to foster awareness, protection, and real change.”
Elisa Ercoli, President of DIfferenza Donna, remarks: “Lancia’s project is truly important because it raises awareness about the Prime Minister’s Office’s 1522 hotline which offers help 24/7 from specialized operators. The operators’ role is vital and often crucial for leading women out of violent situations. Those who answer the 1522 calls provide guidance and advice, but most importantly they are able to give specific information about the risk level involved and the importance of not being alone during such a delicate time. Lancia’s support in spreading the word about 1522 is absolutely crucial and useful for combating violence against women, which is still far too common in Italy.”
Cristiana Capotondi concludes: “After the Punch campaign in 2022, I am happy to once again be involved with Lancia in a project which brings the protection and support of women to the fore. There is still plenty of work to do, but initiatives like “Together to Protect” show how we can and must continue to join forces. Only a collective effort can affect real change and make sure that no woman feels alone.”