NABA’s Rome campus collaborated with AVIS – the Italian Association of Blood Volunteers, as part of the activities promoted by the Academy’s Industry Relations Office, to develop the identity and communications for the AVIS Centenary (1927–2027), with the aim of engaging Generation Z with the values of blood donation and volunteering.
«AVIS Centenary»: the project and its teaching path
The project was developed as part of the Project Methodology of Visual Communication course within NABA’s Master of Arts in Visual Design & Integrated Marketing Communication, under the guidance of faculty members Isabella Matera, Stefano Bizzarri and Francesco Compiani.
AVIS entrusted the students with the brief for an integrated campaign for the Centenary, with the aim of increasing awareness and engagement among Gen Z, turning interest into concrete action – such as new sign-ups for donation and volunteering – and overcoming certain cultural barriers linked to limited knowledge of the association and the perception of donation as a practice distant from young people.
«AVIS Centenary»: from concepts to the winning projects
The presentation at the AVIS National Assembly
Throughout the teaching path, students presented numerous concepts, from which AVIS evaluated and selected the logo and mascot candidates for the Centenary. The works were also presented at the AVIS National Assembly in Bellaria Igea Marina, chaired by President Oscar Bianchi, where NABA took part with a delegation of students and faculty.
The winning projects
At the end of the process, AVIS selected the winning projects: for the Centenary logo, the project by Matta Carotenuto, Giulia Guida and Martina Filardo; for the mascot, the project by Marzia Di Cesare, Martina De Simone, Camilla Esposito, Flavia Lombardi, Marianna Persico and Giulia Villamagna.
«AVIS Centenary»: voices from the project
Commenting on the project, Antonella Salvatore, NABA Rome School Director, said:
“We are proud of this project, created for AVIS’s 100th anniversary, because working on themes such as donation means engaging with profound values such as compassion, empathy and care for others. Creativity and communication can generate a positive impact on society, helping to spread a culture of solidarity and mutual care.”
The President of AVIS Nazionale, Oscar Bianchi, noted:
“One of AVIS’s main objectives has always been to raise new generations’ awareness of the importance of donation, solidarity and active citizenship. That is why our collaboration with NABA has taken on special value for us: thanks to the students and the faculty who coordinated the project, we have been able to reinterpret AVIS’s 100 years through new languages, bringing together our history with the values that have accompanied us on this long journey, built day by day with the contribution and solidarity of so many people.”
The project confirms NABA’s approach to education: combining technical, creative and design skills with concrete work on socially relevant issues, giving students the opportunity to engage with a real brief and a partner of AVIS’s standing, in a path that pairs professional growth with the development of sensitivity and responsibility towards others.
