A communication campaign to promote 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-driven finance.

From September 20 to mid-November, the campaign will be visible in Turin through billboards and dynamic advertising on trams. In parallel, a digital promotion will target Turin, Milan, Bologna, and Genoa.

The One Vision communication campaign aims to express Torino Social Impact’s vision of impact and economy—a synergistic approach connecting the profit and non-profit worlds, building a bridge between the two.
The message is intended to foster a sense of belonging both in the profit and non-profit sectors, with a call to action for those who still view Business and Social as separate, alternative concepts rather than a unified vision.

Always attentive to communication in all its forms, the impact ecosystem is now, for the first time, using advertising to indicate a path toward a new economic model and to highlight the value of its network: an alliance between companies and public and private institutions, making Turin one of the best places in the world to pursue business and finance while intentionally and jointly achieving economic profitability and social impact.

Torino Social Impact seeks to offer an alternative economic model for the city and its territory. It does so primarily through daily work, carried out since 2017, with ever-growing community involvement and impact. Today, over 400 entities participate, including businesses, institutions, financial operators, and third-sector organizations—a cluster of skills, activities, and services aimed at strengthening and promoting the local ecosystem within the framework of the 2030 Agenda.

The Message and Call to Action

One eye on growth, one eye on social impact. Over 400 entities, both profit and non-profit, have already joined the idea of an economy that positively impacts people and the environment. Learn more at torinosocialimpact.it

The goal is to overcome the traditional business vs. social engagement paradigm.
For this reason, Marco Rubiola, creative and founder of piazzasanmarco.com — who has previously worked on these themes with Oliviero Toscani, Fabrica, and Save The Duck — focused on an image that aesthetically conveys a broader, non-dichotomous economic vision: one eye on economic growth, one eye on social development, simultaneously. The call to action is primarily aimed at those who have yet to embrace this new approach to finance and business.

The Creative Idea

The inspiration comes from the portrait of a “tomorrow” person, ideally a potential entrepreneur of a future already present. One eye is styled in a more classic, “business” way, while the other evokes diversity and “social” commitment. Both perspectives can (and should) coexist, as harmoniously as they do in a face.

The tone is positive, lateral, and free from moralistic or imperative tones.

The model embodying the message represents a new kind of “beauty,” boldly drawing from the worlds of advertising and fashion to make this new vision of the economy desirable.

Advertising Planning and Channels

From September 20 to mid-November, the campaign will be displayed in Turin through billboards and dynamic tram advertising. In parallel, digital promotion will target Turin, Milan, Bologna, and Genoa. Digital efforts will also focus on cities with which ongoing discussions on our themes already exist, emphasizing the importance of collaboration between local ecosystems and reinforcing Turin’s attractiveness as “one of the best places in the world for impact-driven business and finance,” as the slogan of Torino Social Impact has stated since its inception.