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
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
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.