A public communication case study for Regione Toscana, by Net7
Net7 at the “Help Line Crimini di Odio e Rete Territoriale Codice Rosa” conference
On the occasion of a meeting promoted by Formas – Regione Toscana, dedicated to best practices in public communication, Net7 was invited to present one of its most significant projects of recent years: the “Io non odio” campaign, promoted by Regione Toscana against hate speech. On 12 November 2025, at the beautiful Villa La Quiete in Florence, Regione Toscana and FORMAS hosted the conference “Help Line Crimini di Odio e Rete Territoriale Codice Rosa: confronto e scambio”. The event, aimed at healthcare workers, psychologists and professionals within the Codice Rosa network, was designed to strengthen tools and competencies in handling cases of discrimination and hate crime. Speakers included institutional representatives, psychology experts, legal professionals, activists and communication practitioners.
Net7’s contribution: presenting the “Io non odio” campaign
During the opening session (10:00–10:15), Simone Grasso and Valerio Lo Bello presented the “Io non odio” campaign, tracing the creative and strategic journey behind its realisation. Their talk focused on three core axes:
- Ethical communication strategy: how to build sensitive, respectful messages in contexts of social fragility.
- Inclusive design: the choice of visual and verbal languages that speak to everyone, excluding no one.
- The public value of communication: why social campaigns must be an integral part of public prevention policy.
This participation represents, for Net7, an important recognition of its commitment to social and institutional communication.
Taking part in the “Help Line Crimini di Odio e Rete Territoriale Codice Rosa” conference confirms Net7’s vocation as a strategic partner for public and social communication.
The team — made up of strategists, designers, developers and communicators — works from three founding principles:
- Ethics and transparency: communication must always be respectful and grounded in real data.
- Conscious creativity: every aesthetic choice must serve a concrete social purpose.
- Interdisciplinary collaboration: campaigns are born from dialogue between communication professionals, institutions, psychologists and social practitioners.
It is this synergy that makes projects like “Io non odio” genuine examples of high-impact communication.
The context: why a campaign against hatred
According to the OSCE Hate Crime Report, over 1,100 hate-motivated crimes were recorded in Italy in 2023 — a figure that represents only the visible surface of a far wider, largely submerged phenomenon: words, attitudes and acts of discrimination that never make the news but leave deep marks.
Regione Toscana chose not to respond with a campaign of denunciation, but with one of responsibility — capable of transforming a negative message into a positive choice:
“It is not enough not to hate. You have to choose not to.”
From this conviction, “Io non odio” was born: a public communication project that invites people to take a position, turning a private gesture into a collective act.
The objective: making public communication more human
When Net7 was brought on board, the challenge was clear: build a campaign that was institutional yet empathetic, capable of speaking to everyone — citizens, students, practitioners, administrations — without slipping into a moralistic or distant register.
Three keywords guided the entire project:
- Credibility, to anchor the message in a real and verifiable problem;
- Empathy, to speak with people rather than at them;
- Contemporaneity, to reach younger generations through the languages and channels they inhabit.
The goal was for the message to become an act of belonging — so that anyone who says “Io non odio” recognises themselves as part of a community that chooses respect as a shared value.
The creative concept: a phrase that becomes a manifesto
The creative idea emerges from a simple but powerful observation:
“Hatred is loud. Respect is quiet”.
From this came the decision to build a minimalist, direct and participatory campaign — one whose strength lies not in an aggressive register, but in the calm of awareness.
The claim “Io non odio” was treated as a personal declaration, not an imposed slogan. Anyone can say it, write it, share it. It is a universal message, one that invites active participation in change.
At a visual level, the campaign chose:
- strong colours (red, white and black) for immediate impact;
- essential, legible typography;
- generous white space, to give breath and meaning to silence.
The word itself became the true subject of the communication.
As Simone Grasso, Strategist & Marketing Executive at Net7, and Valerio Lo Bello, Partner & Art Director, explain, the work behind “Io non odio” required an integrated approach combining social research, communication strategy and empathetic design.
“Communication,” says Grasso, “must take responsibility for representing people, not categories. On a subject as sensitive as hatred, every word and every image counts.”
“We wanted to create,” adds Lo Bello, “a visual language that did not simplify pain, but transformed it into awareness. Hatred is not erased — it is overcome, together.”
The result is a campaign that speaks to citizens, institutions and social practitioners alike, offering concrete tools for reflection and dialogue.
Conclusion: turning communication into civic commitment
Net7’s path in social communication goes beyond the design of campaigns. It is a journey of responsibility.
Every project, every visual, every word represents an act of faith in the positive power of communication.
Participating in the 12 November 2025 conference was, for Net7, not only a moment of sharing — but an opportunity to reaffirm its own vision: communicating means taking care of people, of territories, and of the values that connect us.
