The communication and engagement campaign of the Alfasigma hackathon at the public relations festival
Lavazza, with the "The New Humanity 2021" project, received the 2021 InspiringPR Award, the FERPI - Italian Public Relations Federation - recognition for the best public relations campaign of the year; while Alfasigma with Alfathon, was awarded the Special Mention of the Jury.
The award ceremony, now in its fourth edition, took place on October 9th at the Scuola Grande San Giovanni Evangelista in Venice as part of the seventh edition of InspiringPR, the Public Relations Festival organized by Ferpi Triveneto.
Alfathon has been recognized for its ability to inspire innovators with the active involvement of Alfasigma patients, clinicians, pharmacists and colleagues, as well as its effectiveness in the communication campaign at European level. The Lavazza campaign, created under the creative direction of Armando Testa, was chosen "for trying to build a bridge between people, bringing them closer through the universal language of art, in a complex and changing scenario in which barriers are necessary and distances between individuals, communities and nations ”.
The intention was to stimulate the reflection on the search for a "New Humanity" that highlights the founding values of society, above all solidarity, inclusion, tolerance and sustainability. The project was presented in a magazine and in the "Lavazza 2021 Calendar", told by actor Pierfrancesco Favino, accompanied by the music of Brunori Sas, one of the most iconic songwriters of the Italian music scene.
The Jury, composed of the President of the Scientific Committee of InspiringPR Bruno Mastroianni, the President of FERPI Rossella Sobrero, the Delegate of FERPI Triveneto Filippo Nani and the members of the working group coordinated by Federica Zar, awarded the Special Mention to "Alfathon", the first hackathon organized by Alfasigma in the field of pharmaceutical research, with the support of the communication agency Accadrà.
The InspiringPR Award of the delegations went to the FERPI Campania Delegation, with the "Plastic Free" project of Gori Spa, a campaign created with the aim of spreading a sustainable lifestyle, promoting an interconnected relational network between citizens, administration and public companies' service.
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