Anti-Hate Formula aims to raise public awareness of the level of discrimination in Italy. Starting with the brand purpose and its aim to make a positive contribution in the communities where it operates, it lands in a concrete project based on the results of a research investigating the level of discrimination in Italy, which is still very high nationwide. The concreteness of its commitment to the side of citizens guarantees the brand's credibility with all stakeholders involved, from the media to the public to Institutions consolidating the brand's reputation.

From 2020 to 2021, homotransphobic, sexist, anti-Semitic and ableist attacks in Italy increased by 35% (source: Unar). A figure that reflects the fact that hatred is everywhere: one out of two people is a victim of it. This is what a research commissioned by ACE highlights: the 77% of interviewees assisted at least to one discriminatory act and the 50% never reacted.​

With Anti-Hate Campaign, we want to raise awareness about the increasing climate of hatred. To do that, we started with four insults to be erased and four real stories of discrimination. Those of Carlo Maria who received homophobic insults for dancing with his partner during a high school party, of Elisa who since the age of 12 feared summer due to the discrimination she suffered due to her physical appearance, of Mark who at 15 years old in the park with friends saw himself pointed out and called a 'dirty Jew' by older boys and Osayi, born and raised in Italy who, due to the color of her skin, lives every day with the gazes of those who he judges and doesn't consider her an Italian.

From 2020 to 2021, homotransphobic, sexist, anti-Semitic and ableist attacks in Italy increased by 35% (source: Unar). This is what a research commissioned by ACE highlights: 77% of interviewees claimed they assisted to at least one discriminatory act and the 50% never reacted. ​

Starting from this data and the development of an exclusive formula for public spaces, we created the Anti-Hate Campaign to invite everyone to do something concrete to erase together the most stubborn dirt: hatred. The initiative created a real anti-hate platform that ran in parallel on multiple channels, generating reactions and raising awareness on this significant issue. The brand platform Formula Anti-Hate has been conceived to have a long-term impact on the communities where ACE operates. Igniting meaning in its brand purpose (uniting by cleanliness) and making it concrete at the same time, the agency is already developing a second wave of this project.

To raise awareness about the problem, we started from four real stories of discrimination and four offensive graffiti erased thanks to an exclusive formula that can eliminate the hatred: Anti-Hate Formula. The first ACE product that isn’t designed for houses, but to clean up urban spaces. We told the stories of Carlo Maria, who received homophobic insults for dancing with his partner during a party, Elisa, who has always feared summer due to the physical discrimination she suffered, of Mark, who at 15 years old was called a 'dirty Jew' by older boys, and Osayi, who isn’t considered “Italian enough” due to the color of her skin. To give more relevance to the project, we organized four events all around Italy with the aim of involving people to clean up the offensive graffiti that stains our cities' walls, together with Retake volunteers (an association committed to clean up urban spaces).

The insight from which the campaign began is the fact that discrimination is still an too frequent phenomenon in Italy: 1 out of 2 Italians has been a victim of it. 77% have witnessed at least one discriminatory act and 50% have never reacted. Within this research commissioned by ACE, more than 70% of respondents say most of discrimination episodes happen at school and on social media.

The key messages of the campaign are: no discrimination, respect for the community, urban renewal, removing hate, targeting an audience of media, consumers and Institutions.

The Creation and distribution of asset leveraged on two different sides:

-National: Preview to one of the most influential national newspapers; draft and launch of one press release with national data of the research and quotes of parties; Interviews with young protagonists of the campaign and victims of discrimination;

-Local: draft and launch of four press.

• Implementation of the PR: The project was communicated through the construction of a narrative platform declinated on the contents of the “Scendiamo in Piazza” project and the “Anti-hate Formula” campaign, with an important focus on the results of the research commissioned by ACE on discrimination, as well as leveraging the communication driver of the stories of the four young protagonists of the "Anti-Hate Formula" campaign, who have truly been victims of acts of discrimination.

• Timeline: from September 2023 to November 2023

• Scale: national and local

Anti-Hate Fornula has been hugely welcomed by the whole Italian community: gifted TV spaces, coverage on the most renowned Italian newspapers and engagement of multiple national influencers, obtaining more than 100 millions of impressions and more than 1.4 millions of Earned Media Value. Generating more than 164 news articles, with an OTS (Opportunity to see) of 42.254.997, and an AVE (Advertising value equivalent) Euro 634.383, the project had a 100% positive sentiment.

The campaign and its message have been so warmly welcomed that, during the four physical events linked to the initiative, more than 2.500 people took part and actively engaged into days of urban spaces' requalification.

And to keep the story from repeating itself, more than 500 Italian schools adhered to the ACE inclusive language course.

ACE is an Italian household product brand whose purpose is "United by cleanliness".​

Inspired by the development of an exclusive formula able to dissolve graffiti, the agency proactively created a new brand platform called Anti-Hate Formula, that highlights and gives significance to an important purpose: to live in a cleaner and freer society.​

For the first time ACE takes a clear and courageous stand, filling the pay-off "United by cleanliness" with meaning. Collaborating with different third parties, it gave rise to an ambitious operation, which at a communication level tells about respect and raises awareness about discrimination, and from a practical point of view leads to several interventions in urban spaces, returning them to communities.