The Protomoteca room in the Campidoglio hosted the awards ceremony of the XVI Socially Correct competition, an annual event dedicated to social communication which focused on the theme of ‘bad nightlife’ in Rome. This year’s edition, entitled ‘Notte brava. A safe nightlife for everyone’, was promoted by the ‘Paolo Ettore- Socially Correct’ Association with the support of the Saatchi & Saatchi agency and the Institutional Communications directorate of Roma Capitale.
The 2024 edition celebrates the union between youth creativity and social commitment, thanks to the commitment of the Festival dei due mondi Foundation which for years has hosted the event in Spoleto while this year for the first time it finds space in the Capital.
The winner of this new edition is the campaign ‘L’amico frank & il drunk Friend Rescue Kit’, created by Rebecca Geri and Camilla Pietrosanto, two students at NABA, Nuova Accademia di Belle Arti in Rome who propose an ironic and fun approach without creating feelings of guilt.
The character of Frank, an imaginary friend who overdoes alcohol, becomes a means through which kids can reflect on their own behavior in a light-hearted and effective way, becoming aware.
The kit includes a recycled cardboard box, to reduce the environmental impact, and contains tools and advice for managing emergency situations related to alcohol abuse.
The phenomenon of ‘mala movida’ has become a growing problem in Rome, with alcohol and drug abuse among young people and often aggressive behavior that compromises public safety. Mayor Roberto Gualtieri has recently issued an ordinance requiring the early closing of minimarkets on weekends and has intensified checks in the areas most popular with young people, such as Campo de’ Fiori, Ponte Milvio, San Lorenzo and Trastevere.
The data from the Department of Anti-Drug Policies are worrying: 28% of young people between 15 and 19 have used narcotic substances, with a significant increase compared to 2021.
Alcohol abuse is also a concern, in fact, 78% of adolescents (almost 2 million) are consumers.
In light of these statistics, the 2024 campaign aims to raise awareness among a target of young people between 12 and 18 years old.
“Today we celebrate an important meeting between creativity and social communication” commented Pierluca Tagariello, director of institutional communication of Roma Capitale. “Thanks to the memory of Paolo Ettore and the collaboration with Roma Capitale, we are able to promote positive change through the innovative ideas of young people”.
The award ceremony marked a step forward in the fight against ‘mala movida’ in Rome, showing how collaboration between institutions and young people can generate effective solutions for the well-being and safety of the community.
