Life & Fashion Show

Life and Fashion Show is the fashion and music event held at the Gran Teatro Geox in Padua on Sunday, 4 March 2018, to support the #TEENZONE project of the Team for Children ONLUS Association. An evening dedicated to celebrating the femininity and strength of spirit of 15 young patients from the Paediatric Oncology and Haematology Department of Padua Hospital, who were exceptional models for the occasion, and to raising awareness in the city of the importance of building a hospital area tailored to adolescent cancer patients.

‘Life and Fashion Show’ stages a rebirth: the dark and cold winter of illness gives way to a spring of colours, light and hope that moves the heart. Young women, tested by pain, draw on their determination and tenacity and return to being protagonists of their beauty and femininity. We started with these elements when conceiving the charity event and wanted the patients themselves to send a message of dignity and acceptance to the public, beyond their illness.

Once the concept had been devised, our agency organised a photo shoot to create the materials for the communication campaign. The location (the Botanical Garden of Padua) and testimonial (Marta Viola, a former patient who beat the disease) were chosen with the aim of highlighting the distinctive elements of the project: feminine grace, innate strength, new life. The official photo of the event was then used on invitations, flyers, bookmarks, totems and banners for public display.

To launch the promotional campaign for the event, we organised a flash mob, coordinated by Erika De Lorenzi, in the heart of the city of Padua. On the afternoon of Sunday, 18 February 2018, 100 MovieChorus singers scattered among the crowd gathered in front of the historic Caffè Pedrocchi and sang Ivana Spagna’s “Il Cerchio della Vita” (The Circle of Life), the soundtrack to the famous cartoon “The Lion King”. The 5-minute show was repeated three times. At the end of the song, Marta Viola, the event’s spokesperson, paraded through the choir in the same clothes she wore the following day on the city’s promotional posters for the event, creating a great emotional impact and curiosity among the audience.

On Tuesday, 27 February 2018, we organised a press conference to promote the event, attended by representatives of the major institutions of the city and province of Padua, the President of Team For Children ONLUS and the Director of the Paediatric Haematology and Oncology Clinic of Padua Hospital. The agency’s press office worked to build support for the ‘Life and Fashion Show’ and engage the public, key stakeholders, and local media outlets. Subsequent monitoring of interviews and published articles made it possible to measure the success and effectiveness of the work carried out.

On 16 July 2018, the TEEN ZONE was inaugurated, offering 170 square metres of welcoming space equipped with every comfort and organised into areas with different purposes: school, relaxation, cinema and music, entertainment with PlayStation, a gym for exercise and a refreshment area. An aquarium at the entrance, colourful exterior walls designed by street artist Tony Gallo, and on the first floor, five medical offices and a meeting room for young people. The goal: to feel good, even in hospital.