GIVE HOPE A ROOF. CONTEXT In a world marked by humanitarian crises, conflict and growing inequality, the need for help never stops. THE CHALLENGE CESVI, a non-profit humanitarian organization, asked us to create a fundraising campaign for Italy's 5x1000 tax designation program. MENTAL TRIGGER Framing Effect. When enlarged, the "X" of the 5x1000 takes the shape of a roof, instantly shifting its meaning—from a mathematical symbol to a universal sign of safety, protection and shelter. IDEA Give Hope a Roof. With your 5x1000. OUTDOOR CAMPAIGN. PRINT CAMPAIGN. MATERIALS FOR TAX ASSISTANCE CENTERS AND ACCOUNTANTS' OFFICES. POINT-OF-SALE MATERIALS. SOCIAL MEDIA CAMPAIGN. IMPACT The campaign is currently running. Results will be available in 2027. THERE'S SOMETHING NEW IN MARKETING.
Description
Every year, when Italians file their income tax return, they have the opportunity to allocate 0.5% of their income tax (the so-called "5x1000") to a non-profit organization of their choice, at no additional cost.
For charities, this is one of the most important fundraising moments of the year and a crucial communication challenge: millions of people are asked to make a simple administrative gesture that can have a significant impact on the lives of others.
CESVI, one of Italy's leading humanitarian organizations, asked MIND:IN to create its new 5x1000 campaign.
The creative idea was inspired by a behavioral science principle known as Framing: by changing the way people perceive a familiar symbol, its meaning can change completely.
The "X" that taxpayers place on their tax return is no longer just a mark on a form. It becomes a roof — a universal symbol of protection, safety and hope.
A simple signature is transformed into a gesture capable of giving shelter to those who need it most.
The concept was developed into an integrated campaign across print, outdoor, digital, social media and point-of-contact materials distributed through tax assistance offices and accountants' practices during the annual tax filing season.
This professional campaign titled 'Give Hope a Roof' was published in Italy in July, 2026. It was created for the brand: Cesvi, by ad agency: MIND:IN. This Digital, OOH Outdoor, and Print media campaign is related to the Other industry and contains 1 media asset. It was submitted about 2 hours ago by Founder & CEO: Pietro of Authentica.
Credits
Advertising Agency: MIND:IN, Milan, Italy
Partner and Co-founder: Enrico Morandi
Creative Director and Founder: Roberto Sgarella
Photograph: CESVI
