TIM is particularly aware of the issue of women and the gender gap, and for years now has been implementing a series of activities in various areas – equal rights at work, in training and combatting violence – positioning the brand as a “leader” and model for other companies.

The need was to have a single main concept, a message capable of showcasing the various actions and capitalizing on TIM’s efforts to show it as an active and authoritative actor of socio-cultural change. The campaign encompasses all the brand’s values: trust, courage, integrity, passion and inclusion.

TIM is drawing attention to this need for change, launching the Equality Can’t Wait movement. An integrated campaign involving various activities, on different touchpoints. The dramatic data about gender inequality was communicated on social media and in the press. On TV, an ad with director Giuseppe Tornatore was created. In partnership with DonnexStrada, TIM stores became potential safe spaces for women who are victims of street harassment. Women+, the app to connect women to the world of work, was launched.

Gender equality is certainly the right thing from an ethical and moral point of view, but it is also a fundamental prerequisite for Italy’s growth. TIM wants to empower the future, its purpose is to be the country’s digital heart, which brings progress to all, progress that is not possible without the equal contribution of women. According to the Global Gender Gap Report 2023, Italy is in 79th place out of 146 countries in terms of gender equality; at this rate, it will take decades before equality is achieved. For TIM, equality can’t wait, the future can’t wait. The brand has therefore implemented a series of concrete actions to accelerate gender equality: most significantly Women Plus, the first app to help women in their search for work, created in partnership with Women at Business and with the support of the European Commission.

The campaign was rolled out in two waves in November and December, with massive planning equal to a total media investment of €45 million. It involved influencers, actresses and internationally renowned female athletes. Maxi billboards at points of significant interest in Italy’s biggest cities. And strategic TV placements, like before President Mattarella’s New Year’s Eve speech.

The campaign sparked many debates and involved a broad target. The most interesting data:

- More than 200 million impressions.

- >50% of the population reached (32 million net contacts)

- First place for #LaParitàNonPuòAspettare in trending topics on X (6 January)

- >1,694% of online conversations related to TIM and gender gap issues

In addition, compared to the first half of 2023, the results for reputation showed a >3% improvement in the areas of workplace, conduct (ethics, transparency) and citizenship (positive influence on society, supports just causes, protects the environment).