YAK Agency has dealt with the communication and the promotional campaign of the Life and Fashion Show, the charity runway show starring the girls of the Department of Pediatric Oncology and Hematology of Padua, which was held on the 4th of March at the Gran Teatro Geox. About 15.000 euro were collected during the event, which were donated to Team for Children ONLUS and destined to the construction of the Teen Zone, a space of the Padua Hospital dedicated to the teenage patients of the Department of Pediatric Oncology and Hematology.
The project, which involved several team members, was meant to arise interest towards the fashion show, enhancing the participation in the event and consequently the fundraising.
YAK Agency dealt with the communication of the event starting by a concept focused on the subject of life, rebirth and obstacle overcoming. The communication strategy was then developed on various levels and channels, both off and online, and included also press office and media relations activities.
As for offline communication, YAK Agency carried out some specific activities. In particular, our agency conceived and realized the photo shooting at the Botanical Garden in Padua (photos by photographer Giovanni De Sandre) and dealt with the graphic design of billboards, fliers and posters. The choice of Marta Viola as the face of the campaign was really meaningful: affected by leukemia two years ago, Marta has won her battle and decided to tell her journey through her illness in a photo book, Sangue Bianco (“White Blood”). For her personal experience, but also for the strength and determination that she showed to have, Marta Viola was able to personify the theme of the project at best.
Expectations have been raised and the event has been promoted through teasers that included both social media communication and the organization of a flashmob held on the 18th of February outside Caffè Pedrocchi, starring Marta Viola and the Moviechorus by Erika De Lorenzi, which were the protagonists of the 4th march event as well.
In order to present and promote the fashion show, YAK Agency organized also a press conference, which was held on the 27th of February at Palazzo Moroni with the participation of the Major od Padua, the President of the Province of Padua, Chiara Girello Azzena (president of Team for Children ONLUS) and Giuseppe Basso (Director of UOC Pediatric Oncology and Hematology Clinic). Press office and media relations activities also included the distribution of press releases in conjunction with the flashmob, before the press conference and before the show.
The promotion campaign led by YAK Agency contributed to the success of the Life and Fashion Show, attracting a wide and enthusiastic audience and collecting funds for the construction of the Teen Zone. In particular, the show was attended by over 2000 people and over 15.000 euro were collected.
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