Madre Segreta: Don't trash him

An "ambient campaign" to promote the service “Madre Segreta” dedicated to the all pregnant young women with financial difficulties. A simple operation which does not require expensive installations: above the trash bins in Milan some bows, which are usually used for birth announcements, are tied up - nearby entrance of hospitals, private clinics, family advice bureau, public health offices and clinics of obstetrics and gynaecology. The message "Don't trash him" is clear and simple: an invitation to reflect and use the toll free number for information and help.

Art Director: Roberto Ferrario Copywriters: Massimo Del Monaco, Chiara Gianferrari Released: May 2008