Italian beyond the Gotthard

RSI, in collaboration with DECS (Department of Education, Culture and Sport of Canton Ticino) and the Migros Ticino Cultural Percentage, set the goal of promoting the Italian language beyond the Gotthard and the territory of southern Switzerland.

Project

A young, engaging communication campaign designed for a 14–18 audience, with a wink to families. The use of social media and graphics echoes chat language, which increasingly dominates the time spent especially by younger groups. The two ambassadors, Christa Rigozzi and Massimo Lorenzi, were effective through video messages and a photo shoot.

Print

Facebook and Instagram were used as key tools to reach mainly the youngest audiences. Engaging videos and photos encouraged users to share and stay connected. A strong number of information requests arrived from the very first posts. Social advertising campaigns were geo-localised and targeted to a well-defined audience.

Social media

Facebook and Instagram were used to reach users: evocative videos and photos inviting sharing and keeping in touch. The geo-localised social ad campaigns were targeted to a well-defined audience.