ActionAid

Call4Margherita

Increasingly around the world, women are calling the police to escape their abusive partners by pretending to order a pizza. Such a pizza today has a much higher value. That's why ActionAid presents Call4Margherita, the world's most expensive pizza.

ActionAid is the independent international organization committed to fighting the causes of poverty and injustice. It bases its work on respect for human rights and acts together with the most marginalized communities through long-term development programs in Italy, Asia, Africa and Latin America.

YEAR

2022

WHAT WE DID

Content Design
Production
Creativity

AWARDS

NC Awards

Challenge

Lack of funds.

ActionAid, an international NGO, aims through its campaigns to draw public attention to the lack of funding to combat gender-based violence.

Funding from the world’s governments is slow in coming, insufficient, and gender-based violence is not high on any state’s political agenda.

While the situation is neglected, 1 in 3 women are victims of violence, and 137 are killed daily worldwide.

Solution

Call4Margherita

Increasingly around the world, women are calling the police to escape their violent partners by pretending to order a pizza.

And this means that a pizza today is a tool to save one’s life and, therefore, worth all the funds the world’s governments should be providing to combat gender-based violence.

A pizza today in the world is worth millions of euros. That’s why ActionAid presents Call4Margherita, the world’s most expensive pizza.

Caffeina Actionaid Call 4 Margherita
Caffeina Actionaid Call 4 Margherita

Execution

The most expensive pizza.

To attract public attention, a bulletproof case with 24/7 surveillance was set up to guard a simple margherita pizza.

The display case was placed in one of Rome’s luxury streets. A protest event was organized where Claudia Gerini, the brand ambassador, and everyone gathered tore up a multiple-digit pizza receipt.

An advertising video, luxury-themed, starring Claudia Gerini, was part of the integrated campaign. A radio, an influencer campaign, and all materials for the pizzerias and delivery where the pizza was served and delivered.

Caffeina Actionaid Call 4 Margherita

#Call4Margherita NFT

To further highlight and reiterate the priceless value, compared to the missing funds, #Call4Margherita also became an NFT artwork, thanks to artist Alice Pasquini, who earmarked the proceeds to support ActionAid and the fight against gender-based violence.
The artwork, created by the artist inspired by the campaign, was put up for sale thanks to the 3.0 art gallery ReasonedArt.

Caffeina Actionaid Call 4 Margherita
Caffeina Actionaid Call 4 Margherita

Results

Raise awareness and raise the protest against violence against women in our country and in the world.

53M
Impression
134k
Engagement
81k
Click
1M
Reach in target
63k
New Visitors
+293%
Direct Traffic
103
Influencer Spontaneously Involved
+400
Media Releases
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