Italian retailer Crai Group has launched the ‘Doniamo un sorriso’ (‘Let’s give a smile’) campaign, a solidarity initiative to support the Dottor Sorriso Foundation.
From February 25 to March 10, in over 2,000 Crai Group stores throughout Italy, consumers can donate €1 in addition to their shopping in order to make hospital life easier for children. All customers who join the initiative will receive a red nose, the emblem of the professional clown-doctors of the Dottor Sorriso Foundation.
Consumers are encouraged take a selfie to share on social media with the specific hashtag #chihacuorehanaso (#whohasahearthasanose), in order to offer their support to the campaign. The initiative will involve all stores of Crai Group, including both food and drugstore channels.
A wide-ranging communication campaign will also support the initiative throughout all the Group’s media channels, including its website, social networks and in-store radio.
