BACKGROUND.
Dash is Italy’s best known washing detergent. For 40 years it has been giving mums a helping hand with products that simplify their lives.
THE CHALLENGE.
Today Italy has changed. Although it will always be the country of mums, today Italy is the country with the lowest birth rate. Because being a mum in Italy is a tough choice, and it is never discussed as it should be.
THE IDEA.
We want to support all Italian mums and raise awareness around their role. So we went to the town with the highest birth rate in Italy: welcome to San Gervasio Bresciano. We revolutionized the life of this small town simply by putting ourselves in the mums shoes for once. We thanked mums. We interviewed mums. We supported them and give them a helping hand. We took care of their kids. And we organized a huge party for all the mums in town. All the content created during the event was then used on the new Dash Facebook page to engage all Italian mums and to start conversation with them.
