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The
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The 2006 edition
of the “Days of Art” fundraising
campaign for the restoration of Italy’s
cultural heritage recorded an increase
of more than 80% with respect to
its 2005 edition. Between funds gained and
donation promises, the final sum accounted
for 470,000 Euro.
The communication strategy key message “Ignoring
Art means Destroying it”
gained high consensus from the media:
- approximately 50 radio and TV reports
at national and local level;
- 42 TV advertisements on
the national broadcasting channels.
The media campaign, based
on Paolina Borghese’s ideas, also obtained
a huge success:
- 117 articles on the national
and local newspapers;
- 121 articles on the Web.
In order to increase the fundraising figures,
95 masters of contemporary art donated
99 works to the Fondazione
CittàItalia that were given away in
auctions organised in three different gala
events respectively in Rome, Catania and Turin.
50 Italian fashion high-level representatives
described the most appreciated works
of art in a magazine titled 'Omaggio alla
Bellezza', while 30 VIPs
from the cultural and show business fields
expressed their support to the campaign by
subscribing an appeal in favour of the safeguarding
of Italy’s historical and artistic heritage.
The consistent fundraising economic growth
was also due to the support of the Fondazione
CARIVIT and territorial structures of Confartigianato
of Bologna, Prato and Viterbo, which allocated
funds for the restoration of 4 works
of art at risk: 'Ester e Assuero'
XVIII century paintings and 'Giacobbe visitato
dagli Angeli' located in the Council Room
of the Province of Bologna;
the XVII century banner of the Holy Trinity
in Bassano Romano (Viterbo);
and the neo-gothic polyptych 'Madonna col
Bambino e due angeli fra i Santi Bartolomeo,
Giovanni Battista e Margherita' by Andrea
di Giusto kept at the Museo di Pittura Murale
in San Domenico (Prato).
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