To raise awareness and encourage involvement, through a digital Christmas fundraising campaign, to inspire an act of solidarity and encourage donations.

We created #AccendiunaLuce, a multi-subject campaign playing on the duality of light and darkness, telling the story of lives frozen in the darkness of marginalization. The main hub of the campaign, across all the brand’s social channels and supported by a dedicated editorial plan, is an emotive landing page that shows the faces and stories of 15 homeless people who have agreed to be the face of distress and loneliness, lighting them up one by one.

Reach: 65k
Impressions: 214k
Interactions: 29k