On Wednesday, November 6, at Hello Tomorrow agency in Turin, the new meeting of the Communication Community of Practice by Torino Social Impact took place, focusing on the role of storytelling in promoting social issues.

Co-organized with the communication agencies Dunter and Hello Tomorrow, the event brought together communication professionals, project designers, and organizations from the TSI ecosystem for a moment of exchange and co-learning on how communication can become a driver of change.

Among the main contributors: Marco Rubiola, Dunter, and Hello Tomorrow.

A lab for “communication for impact”

The meeting opened with greetings from Grace De Girolamo and Lorena Di Maria, who outlined the objectives and vision of the Community of Practice: to build a shared space for reflection and experimentation, exploring the most effective ways to communicate impact and to develop the potential of communication for impact.

Through dialogue among professionals and ecosystem organizations, the initiative aims to generate collective knowledge, operational tools, and a more conscious and responsible communication culture.

Storytelling impact: from concept to brand

The first part of the session featured Raffaella Scalisi and Marco Rubiola, creative director and founder of Piazzasanmarco, who presented the One Vision campaign — designed to promote the social economy and highlight the diversity of the Torino Social Impact network.

Through the analysis of the campaign, Rubiola emphasized that “finding a powerful synthesis is the hardest challenge: it takes courage to overcome doubts and not be afraid of paradigm shifts,” adding that “without storytelling, this transformation becomes difficult to achieve.”

Then, Andrea Casaleggio and Elisabetta Capogreco from Dunter led a session on how to build a strategic communication plan starting from brand positioning and its intended impact.

Capogreco pointed out that “positioning is like a compass: it shows the direction in which we want our communication to go, defining who we are, how we speak, and why we do it.”

The discussion also explored benchmarking as a key tool to identify best practices and build an authentic, value-driven narrative.

From communication to change: participatory creativity and co-design

The second part of the meeting was dedicated to communication for positive change, with Lorenzo Richetta and Michela Locati from Hello Tomorrow.

Through hands-on exercises and case studies, Richetta illustrated how participatory creativity can generate real impact when people are involved as co-authors of the message. As he stated, “Communication campaigns for social impact are those that focus on people’s activation — not just as spectators, but as real protagonists of change.”

The motto of Hello Tomorrow, “Nothing about us, without us,” perfectly summarizes this philosophy: no narrative is complete without the voices of those directly involved.

Among the examples presented were the participatory campaign “More than you can imagine” — developed with EURORDIS on the topic of rare diseases — and the call to action “Solo in Cartolina”, two projects that turned communication into a collective and generative experience.

Participants

The meeting was attended by several organizations from the Torino Social Impact ecosystem, including

 Clover, Va Lentino, Confcooperative Piemonte Nord, Università degli Studi di Torino, Torino Città per le Donne, lavialibera, Homes4All, Cooperativa Frassati, Circolo del Design, Crisalide Scs, Progesia, Uomo e Ambiente, Magazzino sul Po, Impacto Centro Studi, Limo, Tedacà, Cooperativa Liberitutti, and Maurice.

The Communication Community of Practice

The Communication Community of Practice of Torino Social Impact was launched with the support of the Turin Chamber of Commerce and the Compagnia di San Paolo Foundation as a space for dialogue and co-design dedicated to those working on or interested in social, cultural, and impact communication.

It is an evolving project that aims to share languages, tools, and approaches to make communication a true driver of social transformation.