NEWS
“Io non ti cancello”: the national awareness campaign against gender-based violence promoted by Svicom
Eleven shopping malls managed by Svicom S.p.A. Società Benefit, distributed in different Italian regions (from Lombardy to Puglia, through Piedmont and Emilia-Romagna), have given life to the choral initiative “Io non ti cancello,” the national awareness campaign against gender-based violence carried out in collaboration with Sangit and D.i.Re – Women in the Network Against Violence.
Throughout the month of November, the initiative transformed participating shopping centers into veritable spaces of active awareness, capable of intercepting a wide and cross-sectional audience.
The most recent research confirms that prevention comes through the normalization of dialogue, the dissemination of respectful and aware language, and the ability to recognize risk signs early on. In this context, the “I won’t erase you” campaign made use of thematic installations, interactive content and in-depth moments with professionals and experts, with the aim of generating awareness, stimulating reflections and encouraging active participation.
Among the most significant installations in participating centers: the interactive mirrors with “toxic” phrases symbolically erased by visitors and replaced with positive messages; the thought box, dedicated to collecting personal reflections and testimonies; and the red bench, enhanced by a totem with QR code that links to the podcast “I kill you – a story of violence against women.”
A central role was taken by the photographic exhibition “Sei bella da morire” (“You Are Drop-Dead Beautiful”), created by the Roman collective IKONICA: a high-impact artistic journey capable of recounting female strength, fragility and resilience, transforming visual language into a tool for awareness and empathy.
In the territories manned by the shopping centers managed by Svicom, collaboration with associations and local realities made it possible to hold workshops and meetings aimed at schools, families and adults, focused on the culture of broad and respectful language, recognition of risk signs and sharing the experiences of those who work daily in supporting cases of violence and discrimination. In some facilities, a fundraiser was also activated for organizations that assist victims of gender-based violenceIn the territories manned by the shopping centers managed by Svicom, collaboration with local associations and realities made it possible to hold
“This campaign is the most recent chapter in Svicom’s concrete commitment against gender-based violence and, more generally, for the enhancement of safe, inclusive and accessible spaces,” says Francesca Pinzone, Head of Marketing & Digital Strategies at Svicom. “We have chosen to approach the issue through a plurality of tools capable of dialoguing with each other: art, language, and the voices of experts and female experts. Raising awareness of respect and actively combating discrimination is the first step in promoting concrete cultural change within the communities we preside over through the assets under management. “Io non ti cancello” is an invitation not to look away, to value stories and people, to break the silence. Only in this way can we contribute, together, to a fairer and safer future for the community.”
Further strengthening the campaign’s resonance was the involvement of testimonials engaged in awareness-raising campaigns: writer Giorgia Soleri, a guest at Bicocca Village (Milan), and activist Chiara Balistreri, who created dedicated editorial content for the social pages of Granfiume Gran Shopping (Fiume Veneto – PN). Their testimonies expanded the reach of the initiative, reaching diverse audiences and helping to consolidate the message of “I won’t erase you.”
“For years Sangit has been involved in implementing initiatives to combat violence against women, and with Svicom, we have found the ideal partner to bring to life a choral project on a national scale. “Io non ti cancello” was born from the shared desire to create an experience capable of generating concrete awareness within shopping centers. Thanks to the contribution of D.i.Re and local realities, each stage was modeled on the specificities of the area, transforming passing places into spaces for listening, dialogue and collective responsibility. Every gesture, message or shared word contributes to breaking the silence and building a culture of respect,” says Lavinia Giangreco, Sangit board member.
“Violence can only be countered with the awareness of everyone and everyone,” says Cristina Carelli, President of D.i.Re – Women in the Network Against Violence, “We are confident that initiatives like this can activate important changes in people’s sensibilities and help women feel less alone. When society gets active, change becomes possible.”
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