INTERNATIONAL: F-H Italy office wins national census work

MILAN: Fleishman-Hillard Italy has won a £309,000 brief to

handle all communications for the national population and industrial

census, conducted by the Italian National Statistics Institute.



The consultancy, based in Milan, was awarded the remit after a seven-way

competitive pitch.



The 20-month contract starts this autumn and is geared towards informing

the immigrant community and those at the lower end of the socio-economic

scale about the need to take part.



After the census, the agency will help present and analyse the

results.



F-H Italy managing director Patrizia Antonicelli said: 'We are being

asked to promote participation of individuals and enterprises. We need

to tell people they should not be afraid as there is a very clear

protection of the data they give, and to combat their laziness, as it is

quite a complicated questionnaire.



'We will explain to people the benefits for themselves, the country and

for companies of completing the questions.



'We are particularly concerned about targeting the elderly and

immigrants. The challenge is to be able to reach the audiences that are

not so visible,' she added.



Antonicelli said the PR activity would involve mainstream to religious

media, trade press, in-house and ethnic publications.



F-H will work with industrial organisations and use utility bills to

spread the word.



A team of ten in Rome and Milan will work on the brief, led by senior

consultant Alfredo Casiglia.



The work will also involve designing a website to handle enquiries from

the public and press.



Previously, the Italian National Statistics Institute hired Rome-based

agency INC for PR on the census.



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