A communication campaign designed to promote the social economy and the diversity of the Torino Social Impact network: an alternative vision of the economic model for the city and its territory, aimed at positioning Turin as one of the best places in the world to do business and impact finance.

The One Vision communication campaign expresses the impact and economic vision of Torino Social Impact: a synergistic approach that brings together the profit and non-profit sectors, building a bridge between the two.

The message aims to foster a sense of belonging in both sectors and includes a call to action for those who still see Business and Social as separate or alternative concepts.

Long committed to communication in all its forms, the impact ecosystem used an advertising message for the first time to point toward a new economic model and to highlight the network it represents: an alliance of companies and public and private institutions working together to make Turin one of the best places in the world to do business and finance while intentionally pursuing both economic profitability and social impact.

Since 2017, Torino Social Impact has promoted an alternative vision of the economic model for the city and its territory through its daily work, generating increasing impact and community engagement.

The message and call to action

The objective is to overcome the paradigm of business versus social commitment.

For this reason, Marco Rubiola — creative and founder of piazzasanmarco.com, who previously worked on similar themes with Oliviero Toscani, Fabrica, and Save The Duck — developed an image designed to visually communicate a broader and non-dichotomous economic vision: one eye focused on economic growth and one eye focused on social development, simultaneously.

The call to action is primarily directed at those who have not yet embraced this new way of doing business and finance.

The creative concept

The campaign drew inspiration from the portrait of a “person of tomorrow”, symbolizing a potential entrepreneur of a future that is already present.

One eye features a more classic “business” aesthetic, while the other evokes diversity and social commitment. Both dimensions can — and should — coexist, just as they harmoniously coexist within a face.

The tone is positive and lateral, deliberately avoiding moralistic or prescriptive language.

The campaign’s protagonist represents a new type of “beauty”, drawing confidently from the worlds of advertising and fashion in order to make a new vision of the economy desirable.

Media planning and distribution channels

The campaign was initially launched in Turin from 20 September to mid-November, through billboards and advertising on trams.

At the same time, a digital promotion campaign targeted audiences in Turin, Milan, Bologna and Genoa — cities with which an ongoing dialogue on these themes already exists. The objective was to highlight the importance of collaboration among territorial ecosystems and to strengthen Turin’s positioning as “one of the best places in the world to do impact business and finance”, a slogan associated with Torino Social Impact since its early stages.

A second phase of outdoor advertising ran in Turin from 20 February to 15 March.

Results

A participatory campaign

Thanks to the involvement of partners who shared the campaign through their digital channels, the initiative reached a potential audience of over 100,000 people.

Lighting the Mole Antonelliana

On 19 February, the campaign slogan was projected onto the Mole Antonelliana, publicly affirming that the social economy is not a niche sector but a framework for rethinking the economy as a whole — including development models, the value of social cohesion, the kind of society we are building, and the quality of our democracies.

This message opened the Forum “Business, Social, One Vision – The Social Economy for Competitiveness and Social Justice”, which on 20 February brought 400 European and international leaders of the social economy to Turin.

Press releases

• L’impatto sociale si compra, ecco il mercato per servizi e prodotti che fanno bene
  La Repubblica – 27/10/2025
• Un occhio al business, uno al sociale: per la prima volta l’economia d’impatto finisce su bus e muri
  La Stampa – 20/10/2025
• Business, Social, One Vision
  EU Social Economy Gateway
• A Torino l’impatto è sotto l’occhio di tutti
  Vita – 23/09/2025