Life and Fashion Show is the fashion and music event held at Gran Teatro Geox in Padua on the 4th of March 2018 to support the #TEENZONE of the association Team for Children ONLUS. An evening to celebrate the womanliness and the fortitude of 15 patients of the Pediatric Oncology and Hematology ward of the Hospital of Padua, special models for the occasion, and to raise awareness about the importance of building a hospital area for adolescent oncologic patients.
Life, beyond obstacles
“Life and Fashion Show” represents a rebirth: the dark and cold winter of illness gives way to a spring made of colors, light and hope that conveys strong emotions. Young women, worn out by pain, grab their grid and tenacity and become protagonists of their beauty and womanliness. These are the elements we started from to develop the concept of the charity event, and patients were meant to be the ones who could launch a message of dignity and acceptance, beyond illness, to citizens.
Once developed the concept, our agency organized a photo shooting for the subsequent realization of the materials to be used in the communication campaign. Location (the botanical garden of Padua) and spokesperson (Marta Viola, a former patient that has beaten her illness) were chosen with the objective of recalling the distinctive elements of the project: feminine grace, natural strength, new life. The official photo of the event was then used for invitations, brochures, bookmarks, totems, banners, and billboards.
To start the promotional and communication campaign of the event, we organized a Flash mob, coordinated by Erika De Lorenzi, in the heart of the city of Padua. On Sunday afternoon, the 18th of February 2018, 100 choristers of the Movie Chorus, scattered in the crowd, met in front of the historic Caffè Pedrocchi and started singing Ivana Spagna’s Il cerchio della vita, Italian soundtrack of the famous animated movie The Lion King. A 5-minute show, repeated 3 times. At the end of the song, Marta Viola - spokesperson of the event - walked among the chorus members in the same guise as she appeared the next day on the promotional billboards of the event, creating a great emotional impact and arousing people’s curiosity.
On Tuesday the 27th of February we organized a conference to present the event to the press, which was attended by the main institutions of the city and province of Padua, by the President of Team for Children ONLUS and the Director of the Pediatric Oncology and Hematology Clinic in Padua. The work of the agency’s press office enabled us to create a network of support for the “Life and Fashion Show”, engaging the public opinion, stakeholders and local newspapers. The subsequent monitoring of published interviews and articles was essential to measure the success and efficacy of our work.
The Teen Zone was inaugurated on the 16th of July 2018
170 m2, cosy, equipped with all comforts and organized in spaces with different destinations: school, relaxation, movie and music, leisure with PlayStation, gym to do exercise and a restoration area. A fish tank at the entrance, the external walls painted by street artist Tony Gallo, and, on the first floor, 5 medical practices and a room for kids’ meetings. Objective: feeling good, even at the hospital.