Progetto Itaca is a mental health charity offering support to individuals and families. Y&R Italy has supported the charity since 2007 working on a number of communication campaigns on a pro bono basis.
In early 2008, Y&R Italy decided to employ an individual through the organisation. They hired Renato Rovelli, someone who had suffered from mental health issues including depression, for over 20 years. Renato, who still works at Y&R today, was employed in the HR department and was initially supported by a tutor from Progetto Itaca to help his integration within the company. The experience has been hugely positive for everyone involved. Not only has the job helped Renato tackle his psychiatric issues, but he has become a valued team member at Y&R Italy.
In 2012, Y&R Italy worked pro bono for Progetto Itaca to raise awareness of World Mental Health Day and encourage people to speak out about mental health conditions. Working with MEC, Y&R created a press, outdoor and TV campaign inviting people to make a minute of noise, instead of a minute of silence. The campaign succeeded in increasing the number of calls to the Progetto Itaca helpline by 400% and increased the number of visits to the Progetto Itaca website by 63%. In February 2013, Y&R Italy launched its latest pro bono ad for Progetto Itaca called Silent Movie. The clip was screened at a charity event attended by over 500 business leaders and public figures and subsequently put on air. Silent Movie helped to further boost calls to the Progetto Itaca hotline.
I would like to thank Y&R for its support and enthusiasm... Your professionalism has allowed us to explain to the world how important schemes like Progetto Itaca are in just a few minutes, which is a feat in itself.”