“Chiara’s letter”: the new episode of institutional campaign “Our roots, the future of the earth”

The institutional campaign “Our roots, the future of the earth” is back!

Last 14th october the third part of the campaign started with the new episode “Chiara’s letter”, where the main character moves in the farm that she founded with her partners. She is writing a letter, in which she tells the difficulties, the solutions and perspectives of her activity.

“Our roots, the future of the earth” is the claim of the institutional campaign with which the Veneto Region wants to involve all citizens in the present and future of agriculture and to raise awareness of European, national and regional support for the rural world.

Veneto Rural Development, understood both as a development policy and as a “sector”, in fact concerns people, actions and opportunities that contribute to collective well-being.

Inserted into a domestic and everyday imaginary, the campaigns involve in a simple and direct way, enhancing the work of the people who work every day for rural development in Veneto.

Many of the shots of the institutional campaign commercials were hosted and filmed on farms and other beneficiaries of the rural development policy of Veneto, in the context of the Common Agricultural Policy of the European Union. This episode has been hosted by “La Giasena”, a farm near Belluno.

And you never heard the last of this! Next spring is expected the fourth and last episode of the story of Chiara that will end the institutional campaign began in the 2023.

Media plan

The 2024 institutional campaign was created through a media mix that involved:

• 12 provincial and regional information web portals
• 4 regional television broadcasters available on digital terrestrial
• 1 national television broadcasters available on streaming platforms on smart TVs, geo-targeted for the Veneto
• 4 social media (Facebook, Instagram, Youtube, Spotify) with sponsored posts
• other institutional channels (website venetorurale.it, Telegram)

Video

The video was created, on behalf of the Veneto Region, by the Giacomo Brodolini Foundation, as part of the communication plan for rural development. The protagonist is played by actress Martina Nuzzi, directed by Federico Caponera and Riccardo Perazza and executive produced by Bianca Sartirana.

The project is co-financed by European union, Italian government and Region of Veneto.