CDCA Casa di Cura Palazzolo

The Palazzolo Institute in Bergamo is a leader in the diagnosis and treatment of eating disorders (EDs). Through its specialized center (CDCA), the institute offers multidisciplinary treatment programs that integrate medical, psychological, and family support.

The Institute’s mission is to turn awareness into action, providing concrete tools to address complex conditions through a humane and highly professional approach, thereby becoming a key point of reference for the local community and for families.

To mark Lilla Week, we developed the “Talk (about) how you eat” campaign to promote the Sc(hi)accia DCA project. The concept transforms a common saying into a powerful call for transparency: breaking down the wall of silence that often surrounds eating disorders.

The creative approach focuses on spreading the message widely, taking the conversation out of clinics and into everyday settings (streets and buses) to normalize asking for help and encourage early recognition of the symptoms of eating disorders.

The communication campaign successfully integrated digital and local elements into an effective cross-media strategy. Thanks to our collaboration with ATB, the campaign took over urban spaces through a network of digital screens. At the same time, we developed a social media strategy on Facebook and Instagram, overseeing both the production of visual content and a targeted sponsorship campaign.

This ecosystem increased brand awareness of the work carried out by the CDCA of the Palazzolo Institute, stimulating public dialogue and facilitating access to dedicated programs.