WORKS

Fondazione Francesca Rava

IN PHARMACIES FOR CHILDREN

Client: Fondazione Francesca Rava

Date: 17/11/2020

Tag: COMMERCIALS, UNCONVENTIONAL & EVENTS

IN PHARMACIES FOR CHILDREN WITH THE FRANCESCA RAVA FOUNDATION TO HELP CHILDREN IN HEALTH POVERTY. THE INVITATION FROM MARTINA COLOMBARI: MAKE SOLIDARITY FLY HIGH WITH A CONCRETE GESTURE! PARTICIPATING PHARMACIES ON WWW.FONDAZIONEFRANCESCARAVA.ORG

THIS YEAR “IN FARMACIA PER I BAMBINI” IS MORE URGENT THAN EVER!
1 child in 8 in Italy lives in absolute poverty (Istat 2019). The Covid-19 health emergency has been followed by an economic one, so “In farmacia per i bambini” is even more important to bring concrete help to thousands of children and families in difficulty «The Francesca Rava Foundation has received thousands of requests for help from care homes for families, communities for minors and families who are unable to meet the needs of their children. On 20 November and the following days, we can all help by buying and donating medicines and paediatric products from participating pharmacies for children in health poverty», states Mariavittoria Rava, President of the Francesca Rava Foundation.


THE IMPACT OF THE NATIONAL INITIATIVE “IN FARMACIA PER I BAMBINI”
In 7 years more than 1 million drugs and baby-care products have been collected. In 2019 the collection was donated to 668 recipients (children’s care homes, communities for minors solidarity stores) 36,000 children were beneficiaries as well as the NPH Saint Damien paediatric hospital in poverty-stricken Haiti, which helps 80,000 children every year. “In farmacia per i bambini” has received the Medal from the President of the Italian Republic for four consecutive years till 2019. It is also a sustainable event: each pharmacy makes a collection for a local care home or body, which it is twinned with, so charity at 0 km!

The Armando Testa Group has joined this great team pro bono and created the 2020 communication campaign developed for TV, press outdoor, radio and social media. This is a challenging project, people respond on a human level, and an exceptional team got together which includes Production company, Little Bull Studios from the Armando Testa Group, director Federico Brugia, photographer Mauro Turatti for the press ad, Mokamusic for the sound track, TopDigital for radio and Band for post-production; shot at the Malpighi pharmacy in Milan. The new ad is on air from 15 November and it is a dream-like film which is able to send both a strong and direct message which features a paper plane made with the leaflet from a drug, as a symbol of the concrete solidarity of a donation. This gentle and delicate element represents how carefree children are but also the determination and commitment of the Francesca Rava Foundation along with the pharmacists and all those who have taken part in this noble social venture.


THE RIGHT TO HEALTH WITH DRAWINGS BY CHILDREN IN ISOLATION BECAUSE OF COVID-19 AND THE NATIONAL PROJECT NINNA HO
A leaflet on children’s rights will be distributed in participating pharmacies. It tells a children’s story illustrated by Giulia Orecchia and with drawings by young patients – because of Covid they have spent time in isolation in the paediatric infectious disease department of the L. Sacco Hospital in Milan and were invited by doctors and psychologists to draw, to feel reassured and less alone. Framing a QR code, you can see videos with Martina Colombari reading stories on children’s rights.
Among those rights, the right to life is also included, it is defended and protected by a ninna ho, the first national project against abandoning new-borns, started in 2008 from an idea from the Francesca Rava Foundation and the KPMG network in Italy. The mission is to publicise the current Italian legislation (DPR 396/2000), which allows future mothers, both Italian or foreign who find themselves in serious difficulty, to give birth anonymously and safely, to protect their own health and that of their unborn child, at all public hospitals (www.ninnaho.org).

MARTINA COLOMBARI, TESTIMONIAL AND VOLUNTEER OF “IN FARMACIA PER I BAMBINI”
“It has always been a great honour for me to represent “In farmacia per i bambini” and the great team committed to bringing concrete help to the most-needy children and families. This year, due to the serious economic and social consequences of the Covid-19 emergency, everybody’s help is even more vital. And “In farmacia per i bambini” brings us closer to those in need, despite the distance that separates us. On 20 November, World Children’s Day, let’s remember the rights of children, make solidarity fly high with a concrete gesture!”.

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