Abused women have been suffering from continuing cut to funds for anti-violence measures, and the situation was made worse during the pandemic as violence against women increased by 119%. Being let by the institutions, women had come up with ways to save themselves, some calling the police pretending to order a pizza.

ActionAid, a non-profit association, is protesting against this situation, drawing the attention of people, the press, and institutions on this issue with Call4Margherita, the most expensive pizza in the world, because it represents all the funds missing.

Around the world many women have called the police pretending to order a pizza to save herself from their violent partner. This gave rise to the idea: to turn the pizza, which became a tool to save one's life, into one to protest against the situation. ActionAid presented the most expensive pizza in the world, because if saves lifes, it represents all the lack of funds that the governments around the world should provide to fight gender-based violence.

arget +18. We have tried to intercept public opinion, institutions, and citizens, to send out a powerful message of change.

The goal is to reverse the course of cuts in funds and the closure of anti-violence centers, underlining the paradox that it cannot be a simple pizza that saves the lives of women but a structural intervention by the government.

The campaign starts with a stunt in one of the main Roman luxury streets where together with Claudia Gerini the idea is presented. The event, shared live on social media, was taken up by traditional media and then made accessible to digital channels. Digital also allowed users to actively participate in the campaign and favored the consideration phase, leading people to get to know the brand better on the site. Lastly, we involved the pizzerias of the Pizzikotto chain, where citizens could buy pizza and donate on the website.

A bulletproof shrine, with 24-hour surveillance, has been placed on Rome The shrine protects a pizza box, revisited as if it were a jewellery case, which has a simple Margherita pizza inside, but with an important message: This pizza is the most expensive pizza in the world. Because if women call the police pretending to order it, in order to escape from their violent partners, it means that a pizza is a tool to save their lives and is worth the funds that the Governments of the world should provide to fight gender violence Protest so that this pizza can go back to being a simple pizza. Thousands of people protested together with Italian actress Claudia Gerini, tearing up a symbolically exorbitant receipt. Call4Margherita was served in thousands of pizzerias and delivered to homes. It also been launched with a commercial, and became also a NFT.

53M Impression,

134k Engagement,

81k Click,

1M Reach in target,

53K New Visitors,

+293% Direct Traffic,

103 Influencer Spontaneously Involved,

400+ Media Releases