Fabrizio Marvulli
Account Manager at ACNE Milano
Milano, Italy
TitleIt's time to change perspective
Agency
Campaign It's time to change perspective
Advertiser Terre des Hommes
Brand Terre des Hommes
PostedMarch 2021
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline Not only men deserve a monument
Story On International Women's Day – 8 March – Terre des Hommes presents in Italy the first mini outdoor campaign that invites citizens to look at the monuments in their cities from a different point of view: the female one, relaunching a petition to build a statue dedicated to girls who have been victims of violence Just look around: in Milan, as in most of Italy, almost every statue is dedicated to a male figure. And yet, history is full of women who deserve their own monument. Terre des Hommes brings out a new perspective, literally: 3 installations, 3 special billboards placed in 3 squares in Milan that allow the viewer - thanks to perspective - to visually "replace" the current statues with a female alternative.
Philosophy "We don't want to replace the statues" says Paolo Ferrara, general manager of Terre Des Hommes Italy "but to offer the people in Milan a new point of view. We believe that stories such as that of Malala, Nobel prize and symbol of the rights of all girls, or Nandhini, who escaped from her forced marriage, or even Rita Levi Montalcini, source of inspiration for an entire generation of female scientists, are just some of those that deserve a monument, because they can inspire new generations towards an equal future".
Problem Not just a campaign: the installations are invitations to the community to reflect on the importance of having monuments dedicated to great female personalities, and to sign a petition asking the municipality of Milan to build a statue dedicated to them.
Media Type Digital
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