• Intro on the history of Graphics for Public Utility in Italy: from the first theorizations by Abe Steiner to the case study of Massimo Dolcini’s work for the municipality of Pesaro, the first “Biennale della Grafica” of Cattolica and the “Carta del Progetto Grafico; • From graphics to communication. The 3 areas of non commercial communication: Communication for the public administration, Political Communication and Social Communication. Analysis of both Italian and international cases for each area; • Focus on the world of socially responsible advertising. The NGOs and their needs: the different approaches from awareness raising to fund-raising campaigns. Analysis of both Italian and international cases; • Brands as a force for good. The social communication made by profit companies in the age of sustainability. From purpose-driven companies to brand activism. The role of the designer in fighting old narratives and stereotypes. Analysis of both Italian and international cases; • Politically correct, inclusivity, diversity, multiculturalism, feminism and the importance to “say things right”. Analysis and discussion of this ever-evolving guide for communicators.

• Think first, design later. The importance of strategy in the creation of impactful integrated campaigns that can change the world for the better.

Dolcini, M. (2015). La grafica per una cittadinanza consapevole. Ediz. illustrata. Grafiche Aurora Bierut, M. (2015) How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world. Thames & Hudson
 Barry, P. (2016). The Advertising Concept Book: Think Now, Design Later (Third Edition). Thames & Hudson 
Christian, S. & Kotler, P. (2020). Brand Activism: From Purpose to Action. IDEA BITE PRESS