Lines is making a direct commitment for the wellbeing of women by financing research into breast cancer with the Pink is Good project from the Umberto Veronesi Foundation. For every pack of Lines è, Lines Seta Ultra and Lines Petalo Blu purchased Lines is donating one or more minutes of research. In the ad communicating the initiative the protagonists use their fingers to show some numbers: one mum is teaching her daughter to count, a volleyball player gives the conventional two finger signal to her team mates, two friends are hitch hiking. The situations are stolen moments from everyday life, but they also represent the minutes that every woman can donate to research. The film ends with the protagonists united in a friendly group hug along with the claim: “Pink is Good. Your minutes help beat it”.