In November last year, a young woman in Ohio in the US called 911 and ordered a pizza. She was lucky. Although the emergency worker at first thought she had dialled the wrong number, when she insisted that she hadn’t he realised it was a call for help. Her mother was being attacked in a domestic violence situation. The abuser was arrested.
The story has triggered a campaign for this year’s International Day for the Elimination of Violence against Women on November 25 by FCB Partners and ActionAid Italy.
Call4Margherita uses pizza Margherita cardboard boxes to launch the message that women need better tools than a pizza to save their life and denounce violence. With the help of many pizza shops in Milan, Rome, Naples and Bologna, people who have been ordering Margherita pizzas around November have had them delivered by Call4Margherita riders. Each pizza box has a message written on it, “Margherita, 35 years old, had to pretend to order this pizza to escape her partner’s violence. And many other women did the same. But until anti-violence centres run the risk of closure because of the lack of funds and social services, law enforcements, courthouses and hospitals will lack personnel specifically trained to answer the calls for help, there won’t be better tools to fight violence.”
The message has already reached Palazzo Chigi, the Minister of Justice Alfonso Bonafede, the Minister for Equal Opportunities and Family Elena Bonetti and the Under-Secretary of State for Health Sandra Zampa, who all had their Call4Margherita pizzas delivered by ActionAid.
The campaign has a double goal. On one side it aims to make people and politicians aware of the fact that Italy has an extremely fragile anti-violence system. Anti-violence centres are under threat of closure due to lack of funds, there is a shortage of trained personnel to answer help requests in hospitals, courthouses and among the law enforcement, and yet there is an increase in femicides and calls for help. On the other side, it hopes to support anti-violence centres with a donation corresponding to each pizza Margherita, which will be sent to a first response fund to help anti-violence centres face the expenses and keep supporting women.
“With this campaign, we want to launch a strong message so that stopping violence against women will become a priority for both the Parliament and the Government, and not just on November 25, but all year long. Our country needs an effective and lasting anti-violence system. It’s the only way women will eventually have the right to live a violence-free life,” stated Elisa Visconti, ActionAid program manager.
The whole campaign is running offline and online, and includes influencers and TikTok executions.
Agency: FCB Partners
ECDs: Massimo Verrone & Alessandro Antonini
Creative Director: Valentina Amenta
Copywriters: Sara Bottani & Francesco Vecchi
Art Directors: Gianluca Dibacco, Francesco Rossetti & Arianna Perrone.
Account Management: Emiliana Papeo
Producer: Cristina Nardi
Head of Social: Riccardo Setti
Film Production: Blackmamba
Director: Niccolò Valentino
Producers: Stefano Monticelli & Martina Repossi