The “Cosa faresti per amore” (What would you do for love?) campaign has won the Areté 2025 award at the CSR and Social Innovation Fair at Bocconi University.

The project was conceived by the Armando Testa Agency in collaboration with Regina Margherita Hospital in Turin,  the School of Hygiene Speciality  and the Piedmont – Valle d’Aosta Oncology network. 

The “What would you do for love” campaign won the award in the Public Communications category at the XXII edition of Areté  –  Responsible Communication 2025, with the following motivation:  

“An awareness campaign about vaccination against HPV that succeeds in targeting a young audience with intelligence and an emotional narrative”.

The aim was to build awareness and inform the younger sections of the population   about the HPV (Papilloma Virus) infection, inviting them to take part in a major Open  Vaccination Day at Regina Margherita Hospital. 

The project was developed over a number of phases: firstly a teaser campaign,  launched with a guerrilla operation throughout the city of Turin on the morning of 14 February 2025, posing just one question “What would you do for love?”. Subsequently, a live reveal campaign on 17 February across a range of touchpoints – outdoor, press, radio, video web and social channels – with a reply that was just as powerful: “The true act of love is getting vaccinated against  HPV”. During this second phase numerous personalities generously and enthusiastically lent their image to the cause. 

This social campaign represents an important public health initiative  and an opportunity to build awareness of how effective the vaccination is and of the importance of preventing potentially serious consequences associated with Papillomavirus infection.