In 2015, an Italian Red Cross first aid point was set up in Porta di Roma shopping center, for the first time in an Italian shopping Mall, the starting point of a continuous collaboration between the charity and shopping mall.
The steady relationship between Italian Red Cross and Porta di Roma and the 2019 action promoted by the Italian Council of Shopping Centers, involving both Klépierre and its Italian shopping centers (resulting in a 475K donation from the malls and their customers), strengthened the collaboration with the Association, especially at the beginning of the lockdown when the Italian Red Cross was recruiting volunteers to help people in need. Klépierre’s idea was to deliver, through its social media channels, an emotional message focusing on the Italian Red Cross activities, and, at the same time, celebrating all its volunteers.
Liaising with Housatonic (a creative agency from Bologna) we worked on a brief animated cartoon, that was launched on all our shopping malls social media pages, together with the Italian Red Cross channels: the resonance was quite outstanding. “Over the past months we have been receiving support from many entities: companies, celebrities, institutions, philanthropists and people - states Laura Bastianetto, Italian Red Cross communication director - Everyone wanted to take part in our project, adding passion and creativity to every kind of support given. This is the case with Klépierre, to which we are grateful for the donation of a beautiful animated cartoon, that gave us the chance to show our activities and, at the same time, relaunch an important call to action: everyone’s help is needed. It recalls the famous sentence by Henry Dunant, our Movement’s founder: “Because everyone can, in one way or another, each in his own sphere, contribute to this good work”.
Even though it was hard to measure the direct outcomes of the campaign in terms of donations (since more channels were open for it), concrete results came shortly form the International Federation of Red Cross and Red Crescent societies, which asked to have the video translated in their four official languages, in order to spread it internationally (the video was published on social media channels of several Red Cross national associations all over the world, reaching hundred thousand people). This campaign reinforced Klépierre Italy’s bond with the Italian Red Cross and it and may lead to new European collaborations with the international Federation of Red Cross and Red Crescent societies. On national level, the collaboration is just started and in the following months it will be reinforced to strengthen the communicative power Italian Red Cross and Klépierre can deploy jointly covering the most urgent issues of this challenging moment.