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#resilientitaly

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April 2020

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The Barilla Group continues to be by Italy’s side: following donations to support the emergency, the company also wanted to express its closeness and gratitude to #italiacheresiste (#resilientitaly), through an emotional video that is on air on the main national TV stations from Sunday, April 5th. It is a special message of sincere gratitude, on behalf of the company, to all those who are contributing to keeping the country going in a time of difficulty. The video message, created in collaboration with the agency Publicis Italia, intertwines the musical notes of Vangelis, rearranged for the orchestra – one of the most famous and beloved songs related to Barilla – with images of places from our beautiful land, that remind us of who we are and why it is worth resisting.

Barilla has donated a total of over 2 million euros to the Maggiore Hospital of Parma, the Civil Protection and the Parma Red Cross. The most important donation concerns the Maggiore Hospital of Parma and will allow a significant improvement of the equipment and functionality of the Intensive Care Unit in dealing with the current health emergency caused by the spread of COVID-19.

The second contribution from the Alimenta Foundation, established by Barilla in 2009, will specifically assist the Civil Protection and the Parma Red Cross and relates to a series of medical devices and logistical equipment necessary to face this particularly critical moment that the territories of Parma and Cremona are experiencing.

Film advertisement created by Publicis, Italy for Barilla, within the categories: Food, Public Interest, NGO.

Advertising Agency: Publicis, Italy
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