Prisma is the debuting coming-of-age series of Prime Video that explores DE&I topics by following the paths of different teenagers, part of marginalized groups. The show is also the first Italian production featuring a transgender person as its main protagonist.

The client asked us to leverage the launch of the title as an opportunity to develop a social-first activation to stimulate Gen Zers' conversation around diversity: in fact, apart from TV shows, Italian students lack from significant resources to be educated about this theme, since schools often become the place of intolerance more than inclusion.

We teamed up with Will, our country’s biggest social-first newspaper, to turn the only available moment within the school schedules into the first (and only) Diversity, Equity & Inclusion program in Italy.

We created a TikTok Original with episodes lasting just as long as the school break, published everyday at the start of the recess, the moment in which students are already on their phone.

Target Audience: Italian Gen Z, with a stronger focus on people attending high school.

75% of students would like diversity, equity and inclusion to be included in their educational programs in order to turn scholastic environments into safe spots, where respect and tolerance are a priority.

Unfortunately, the reality is quite the opposite.

According to data, classrooms today are the most common places where marginalization and intolerant behaviors happen: as a matter of fact, more than 40% of victims of bullying state that abuses have occurred within the school walls.

Starting from this, we searched for a time within the students' schedule that could help us bring these topics in every Italian classroom. Since the break is the only time in which students are allowed to use their smartphones and scroll on TikTok (the favorite social platform for 74% of our audience), we used this touchpoint to get their attention.

In order to reach every student across the country we worked on their favorite platform, TikTok, to create a series of lessons online everyday as the break bell rings and lasting just as long as the recess.

Each lesson has been created by reuniting a panel of recognizable activists, creators from marginalized categories and the cast of Prisma along with real students within a real Italian high-school to talk about different topics ranging from gender identity to cultural integration, from disability to toxic masculinity. The main focus of each episode was to share different points of views on the subjects with a particular focus on representation in Italy and answer some of the most widespread questions around these topics.

Our program debuted in October 2022 and collected more than 2M organic views in its first week (+225% over @primevideoIT benchmark), reached more than 4M students and generated more than 100K in terms of engagement with a +15% share of voice.

More importantly, the activity generated a 100% positive sentiment (25% over benchmark) and was praised and share by many activists and creators, hence proving our initial discovery: despite all the arguments that these topics generate in our country, our target audience really feels passionate about them.

Since all of our subjects were taken directly from the main storylines of Prisma people felt intrigued enough to keep discovering them by watching the main show, turning a little Italian production into the #2 most watched title on Prime Video in Italy, just behind the biggest original production in the history of the platform: The Lord of the Rings - The Rings.