CHICCO
“Institutes are closing, let’s open families” is the project launched in 2003 by Chicco and AiBi (Associazione Amici dei Bambini – or Friends of Children Association) with the objective of preparing to face the fallout of law 149/2001, which calls for the closure of institutes for minors, so-called orphanages, beginning on December 31, 2006…an innovative approach to the issue of foster care and the problems of children to respond to the cries for help launched by the world of children.
Chicco then joined AiBi in this worthy cause well in advance of the closing of the institutes by constructing a network of Family Homes and Family Support Centres throughout Italy.
This was a long-term social commitment that Chicco planned extensively: the construction of the 5 Family Homes that are already operative today in Italy (in San Giovanni a Teduccio – NA, in Milan, in Mestre, in Crema, and in Turin) was made possible partially by concrete contributions by companies and their employees and partially by contribution by a wider public that gained awareness of the family home issue through communication activities.
The communications campaign developed with MS&L was recognised by Assorel, the communications trade association, with the social communications category Award - CRM 2008. A widespread awareness campaign symbolised by the ‘gommottino’, a coloured pacifier that evokes a child’s vulnerability and need for affection, representing the commitment of those who participate in this initiative to testify to the emergency of abandonment.