COMMISSIONE EUROPEA
NextGenerationEU is a €750 billion economic recovery program launched by the European Commission in 2020, aimed at stimulating economic growth and helping EU member states face the challenges arising from the pandemic.
To promote its benefits and positive impacts, the European Commission planned a series of advertising campaigns with the purpose of raising awareness. A significant communication activity was implemented in several steps, focusing particularly on the sharing of the tangible results achieved through the use of allocated funds.
Driven by this goal, the European Commission launched a new campaign in Italy in January, entitled “The future becomes reali”, which highlighted the concrete benefits of this initiative through the stories of three protagonists (Federico, Imma and Lucia), who were able to seize the offered opportunities and transform their lives. In doing so, they showed where and how the funds were allocated, thus creating a transparent storytelling that played a fundamental role in strengthening trust in the initiative and consolidating a message of unity and solidarity.
Developed with a multichannel approach, the campaign leveraged the powerful visual impact of IGPDecaux’s Out of Home to create emotional connection with the audience. Our street furniture in key cities - such as Milan, Rome, Naples, and Bologna - was planned to share authentic stories of growth and inclusion, reaching citizens in their daily environments and amplifying a message of resilience, innovation and inclusion with the aim of stimulating collective change.
The Out of Home confirmed once again to be a strategic tool to convey messages of great social relevance, thanks to its ability to engage a wide audience and connect the message to the territory.
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