SWomen are the protagonists of the new IN’s Mercato campaign, which also celebrates female entrepreneurship in the month of November with many initiatives and activities.
The three pillars of the IN’s Mercato campaign
Photo by Adam Winger on Unsplash
Female entrepreneurship
IN’s Mercato believes in women, in their innate strength and in their great abilities as workers, mothers, wives and friends. This is why it supports female empowerment and promotes gender equality by valorising Made in Italy female entrepreneurswho with their ideas and determination lead highly successful companies, both in Italy and abroad.
The objective of this project is to enhance, promote and give voice to businesses founded and led by women.
The initiatives they aim to support, enhance and promote women in the social and working environment. The project unfolds around three main themes:
IN’s for women isn’t just about responding to a trend, it’s about starting a conversation with the public that inspires positive change on both an individual and global level.
This year’s #insperledonne campaign began in October, the month dedicated to women’s prevention and the fight against breast cancer, with the Pink Camper, a mobile clinic set up with cutting-edge medical equipment and specialized staff. Here all IN’s collaborators had the opportunity to undergo a free breast examination and breast ultrasound.
IN’s for women with Veronica Sironi and Momusso
For the project IN’s for textile womenfrom the November 22 will be launched the dream shopper created in collaboration with the entrepreneur Veronica Sironicommercial director of Frabo srl and supplier of the IN’s group for years.
The shopper is a personalized limited edition with a graphic design that is a symbol of female empowerment and courage. It communicates a message of change and freedom in pursuing one’s dreams and passions, always believing in oneself and one’s abilities. It is illustrated by Martina Lorusso, aka Momusso, and is made with sustainable materials, cotton and jute. A perfect accessory to carry with you every day, comfortable, practical and also double-sided.
Social ambassador for communication is Martina Di Guardo who interviewed Momusso talking about topics such as self-awareness and female self-esteem.
The third area in which the IN’s campaign for women operates is raising awareness on the issue of gender violence, which is fundamental and increasingly urgent. From here the collaboration with WeWorld was born, a non-profit organization that works to guarantee the rights of women and children in Italy and in 25 countries around the world.
The lamp of hope
Picture of Becca Tapert on Unsplash
It will be launched in December the lamp of hope in collaboration with the entrepreneur Catia Tosi of the Beper company. The campaign will feature Alessia Mancini and Marina Di Guardo.
The message that IN’s wants to send is to keep attention on this serious social problem. By purchasing the #insperledonne lamp it will be possible to support the work of We World, to which In’s undertakes to donate part of the proceeds.
This is a spokesperson project for IN’s activism to raise awareness on the issue of gender violence, in collaboration with the non-profit organization We World. Some volunteers will be present in the stores in the months of November and December. Furthermore, extensive training will be carried out for store managers to identify potential disadvantageous situations and offer information material to those who need it, promoting We World’s women’s spaces.
“With this campaign we wish to demonstrate our closeness to women who face personal and professional challenges every day, to whom we want to give our support” – declares Francesca Anna Salmaso, Marketing and Communications Manager
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