Call4Margherita

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.

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.

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.

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.