WPP provides pro-bono campaign support to women's advocacy foundation in Italy

25 NOVEMBER 2022
Pangea Onlus advert in a busy Italian mall


WPP agencies team up to devise a creative campaign for the Fondazione Pangea Onlus, supporting and giving visibility to women in need

In line with WPP’s commitment to support its people and the communities in which it operates, WPP hosted a creative workshop at its Milan Campus in May in collaboration with the Fondazione Pangea Onlus. The foundation, based in Milan, seeks to support disadvantaged women and women and children under threat of violence or persecution, both in Italy and abroad.

Bringing together more than 40 people – including copywriters, media planners, social media managers and graphic designers – from across all agencies through the campus’ DEI group, Winspire, the WPP workshop saw the creation of two pro-bono campaigns in support of Fondazione Pangea Onlus. The first project aimed at creating a digital campaign to promote the foundation’s commitment to support women in Afghanistan and to promote the organisation’s fundraising activities.

A second project focused on an OOH campaign to raise awareness on the issue of combating violence against women was activated to mark the International Day for the Elimination of Violence against Women.

Fourteen Italian cities, from Milan to Rome, Turin to Bergamo showcased the campaign creative through 140 DOOH installations over a fortnight. The campaign was also shared on Pangea Onlus' official social channels, aimed at raising awareness of the support available for women experiencing domestic violence.

The message was simple and direct but with an important message: for one in three women, home is not a safe place. Every home, no matter how seemingly perfect, can conceal violence or the memory of abuse. The aim of the campaign was to highlight the multiple forms of abuse (physical, psychological and financial), through the places where they have occurred and to highlight the support available through Pangea Onlus.

Simona Maggini, Country Manager of WPP in Italy, said: “Sharing our skills and expertise, as well as supporting programmes that promote the inclusion of women and the socio-economic development of underrepresented groups is one of WPP's core values – building better futures for our communities. I am proud that we were able to come together and support Pangea Onlus and their important causes, something we will certainly repeat in the future.”