Young Lions 2023 - Print

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This year, there was the "Young Lions" event.

I participated along with my fantastic copywriter Angela Giacchetti (Lalla Copy).
The brief was quite lengthy for the print category, so I'll try to summarize.

Background
In Italy, 1 in 7 children lives in absolute poverty. Social poverty also equates to educational poverty, resulting in an inability to achieve a future free from

marginalization and social exclusion. The non-profit organization "L’Albero della Vita" gives a voice to children and their families, making them aware of their opportunities and what the world has to offer.

Objective
"L’Albero della Vita" aims to showcase its mission and uniqueness compared to other NGOs, aiming to communicate how educational poverty is pervasive in Italy, even in contexts very close to our own, more than we believe.

Communication medium

For the campaign, the exclusive use of print media is required: single or double page, static. A strong key visual and/or tagline should convey the concept that "L’Albero della Vita" wants to communicate: imagining and shaping one's own future is a right for everyone, but dreaming requires being educated about the beauty and opportunities that our society can offer today.

Tone of Voice
Emotional, empowering, positive, and courageous. Not pathetic! It should strike a chord and evoke a desire to engage with "L’Albero della Vita".

Our Concept
Knowledge helps you discover that beyond your bubble lies a world of possibilities.

Idea
Pop the Bubble. Using print media, we want to convey that through education and awareness, we can burst the bubble. Together.