In line with the European Institute for Gender Equality (2020), Italy has the bottom rating within the EU gender equality index within the office. By the age of 12, 50% of ladies’ profession aspirations are influenced by gender stereotypes. A society that promotes solely male function fashions is unacceptable and Milan has discovered concerning the significance of giving equal visibility to each women and men in tradition in a pleasant and inventive means. Sadly, town has been a part of the issue as nicely, a scenario that modified when Terre des Hommes Italy NGO stepped up with its “DiscovHery Billboards.” In 2021, town had 121 statues. The issue? Not a single one in every of them represented a girl.
To alter that, the group that fights for gender equality selected to discuss this phenomenon on IWD 2021, hoping that its initiative developed in partnership with ACNE Milan — the inventive collective of the Deloitte household — will persuade town’s municipality to vary the city panorama by including new monuments that honor females. Throughout this week’s #ThrowBrandThursday, we’re going means again to March eighth, 2021, when the primary squares of Milan hosted a mini-billboard “exhibition.”
Launched to assist the NGO’s #UnaStatuaPerLeBambine (#AStatueForTheGirls) petition — which invited residents of Milan to place strain on town’s authorities to construct the primary statue representing a feminine — Terre des Hommes positioned these mini billboards in key location throughout Milan. Developed with the thought to supply a brand new perspective on the monuments that dwell within the metropolis, the panels have been specifically created to host mini sculptures representing women who’ve made historical past — on the planet and amongst youthful generations of ladies.
The mini statues depicting Nobel-Prize-winner Malala, 14-year-old woman who escaped from her compelled marriage Nandhini, and Nobel-laureate Rita Levi Montalcini have been strategically positioned within the proximity of male sculptures, overshadowing their counterparts due to a sport of perspective. So, relying on the angle the viewers appeared on the monument, they have been capable of see the statues of males being changed by one in every of these three illustrious ladies who, similar to many males, have rightfully earned their place in one in every of Milan’s squares.
“We don’t need to substitute the statues,” feedback Paolo Ferrara, Basic Supervisor of Terre Des Hommes Italy. “However to supply the individuals in Milan a brand new viewpoint. We imagine that tales reminiscent of that of Malala Yousafzai, Nobel Peace prize winner and a logo of the rights of all women, or Nandhini, who escaped from her compelled marriage, and even Rita Levi Montalcini, supply of inspiration for a whole technology of feminine scientists, are simply a few of those who deserve a monument as a result of they’ll encourage new generations in the direction of an equal future”.
A QR code printed on the panels accompanying the statues invited the individuals of Milan to scan it and uncover different tales of ladies who should have their very own monument. The code additionally enabled passers-by to get entangled within the marketing campaign and truly “change perspective” by signing the NGO’s petition to make the authorities construct the primary feminine statue within the metropolis.
Greater than 4,000 residents signed the petition. With zero media price range, the marketing campaign had a attain of 48M and all with the assist of institutional representatives, journalists, influencers, and celebrities. What’s most essential is that, a couple of months after the marketing campaign unfolded, Milan’s Mayor, Giuseppe Sala, revealed the primary statue of a feminine, honoring Cristina Trivulzio di Belgiojoso, an Italian noblewoman who performed an essential function within the nation’s battle for independence.
Shopper: Terre des Hommes
Company: ACNE Milan
Govt Artistic Administrators: Emanuele Viora, Andrea Jaccarino
Supervisor: Fabrizio Marvulli
Head of social media: Sabrina Santoro
Artwork Director: Anna Clara Fanesi
Copywriter: Marco Tomirotti
Account: Paula Galic
Director: Filippo Castellano
Govt producer: Tommaso Fajdiga
Producer: Silvia Fazio
Junior producer: Elisabetta Zecca
Set designer: Benedetta Brentan
Costruttore: Sergio Porta
Digital sculptors: Giovanni Mauro, Roberto Digiglio, Camilla Grassotto