Transforming prevention into engagement: the Medi Market campaign for skin health awareness

Bringing prevention into everyday life

The itinerant project travelled across four Italian cities, Milan, Turin, Bologna and Ravenna, each presenting different logistical requirements, municipal regulations and public environments to manage.

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Maintaining consistent quality while adapting to diverse urban contexts required careful coordination behind the scenes.

Creating experiential touchpoints

Smart Eventi’s Guru Marketing unit developed an experience combining physical installations and digital interaction, following what is increasingly defined as a phygital approach. Eye-catching physical hubs, such as the custom-designed Glass House and the branded Chiosco Brera, were set up in city squares.

They became recognisable visual landmarks and accessible information points, reflecting the campaign’s identity while maintaining a strong connection with the surrounding community.

Education and entertainment became part of the same experience. Instead of relying on conventional information desks, the campaign introduced activities such as the Prevention Crossword, interactive social tables and bike promoters moving through neighbourhoods to encourage spontaneous conversations and participation.

According to Lucio Rado, who guided the creative direction, the main challenge was developing a communication style capable of making prevention feel positive, bright and engaging despite addressing a topic often associated with concern.

Partnership and amplification

A fundamental contribution came from Fondazione ANT, which provided free dermatological consultations and transformed awareness into direct access to professional support. Alongside this clinical dimension, creator HeiMI, followed by more than 1.2 million people, expanded the campaign’s digital visibility, allowing its message to reach audiences beyond the physical locations and connect with groups that traditional communication channels often struggle to involve.

For Medi Market, the project represented a broader approach to prevention communication. Thanks to Smart Eventi’s expertise, the campaign showed how awareness-raising can extend beyond traditional channels and evolve into a meaningful conversation with the community, where information is experienced, shared and remembered.

As the client highlighted: “With this initiative, we’ve taken it a step further, extending our mission beyond our retail locations and transforming awareness-raising into opportunities for dialogue, listening and discussion.”

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