The press conference on 8 April announced the opening of the Milk Bank created thanks to the support from Esselunga and its clients. During this event the advertising campaign in support of the initiative created by Armando Testa was also presented and has now been running in dailies and magazines for a few days.
“What you have donated is life” is the message – featured with an involving image of a sweet new-born baby inside a “protective” drop of milk. It stresses that this initiative is fundamental for so many premature babies born in Italy every year.
35,000 such babies are born every year and at least 5.000 of them weigh less than 1.500 grams – these babies cannot always rely only on their mother’s milk.
Thanks to the Milk Bank in the Mangiagalli Clinic in Milan these little premature babies hospitalised in the Neonatal Intensive Therapy ward can be fed in the most natural way possible to ensure that they have a safer future.
The campaign was developed by Federico Bonenti (copywriter) and Barbara Ghiotti (art director) with executive creative direction from Michele Mariani.
The agency team collaborated with the Communications Department of Esselunga headed by William Willinghton.
Planning was handled by Media Italia.
