‘I am not my tumor‘: this is the awareness-raising message of the 2022 edition of Shopping4gooda shopping program developed by Qvc, a leading player in video-commerce, to support fundraising for important causes such as scientific research and the treatment of typically female cancers. An initiative with which in October, the month of breast cancer prevention, the consolidated collaboration with the Umberto Veronesi Foundation continues to support the project ‘Pink is good‘, which aims to finance excellent scientific research and educate on prevention.
The partnership between Qvc Italia and the Umberto Veronesi Foundation has been active since 2015 – reads a note – and has already made it possible to finance over 20 researchers so far. A real support to those who every day are at the forefront of the fight against cancer, which affects over 55 thousand women in Italy every year, 90% of whom can now be cured following a timely diagnosis thanks to advances in scientific research. In 2022 this commitment is renewed with the aim of reaching the amount necessary to finance the work of three researchers. Starting from 4 October, by ordering on the Qvc Italia multimedia platforms a series of exclusive products made available by the prestigious brands that support the initiative, or by adding a donation of one or five euros, it will be possible to contribute to the fundraising: 100% of all these purchases and donations will be donated to ‘Pink is good’. Those who make a donation will be sent a series of postcards (available individually or in kits of 5) containing a list of advice for a life dedicated to health and prevention and portraits of the testimonials of the campaign accompanied by the message ‘I’m not my tumor ‘.
Shopping4good will also be supported by a social awareness campaign that will feature ordinary women who are fighting against female cancer. With the purpose of draw attention to some of the prejudices that still surround the disease and lead to the identification of the person with his pathology. Overcoming this social stigma is important for increasing women’s well-being. The women testimonials of the campaign, portrayed by the internationally renowned photographer and journalist Settimio Benedusi, perfectly represent this message. Their intense black and white photographic portraits will be at the center of a communication and awareness campaign that Qvc will carry out on all its platforms, from the online portal to TV channels and initiatives on social networks, up to pro bono spaces obtained in print, billboards and radio and the support of tivùsat. The portraits will be exhibited as a photographic exhibition in Milan, from 28 September to 1 October, at The Gallery Garden Senato (via Senato 14).
“For Qvc the meaning of an engaging and unique shopping experience is not limited to the commercial dimension, but is a tool to support values in which we strongly believe and on which we want to carry out a work of information and awareness among our loyal community. – explains Sarah-Jane Morgan, CEO of Qvc Italia – Shopping4good is the proof of this, because it allows to attribute an important added value to purchases, overcoming the private dimension of customer satisfaction to try to contribute to a social change. To continue our support at all levels for women’s well-being and empowerment “.
“Our collaboration with Qvc Italia is now a consolidated reality because it is based on shared values which are those of health protection, concrete support for scientific research and the need to feed public awareness on these issues. – points out Paolo Veronesi, president of the Umberto Veronesi Foundation and director of the Surgical Breast Division of the Ieo – to achieve results in these areas, such as those we have achieved in recent years with the activities implemented, it is essential that the medical-scientific world and that of civil society and of the productive realities are next to each other. Thus the power of the message is strengthened, reaching an ever wider audience ”.
The Shopping4good initiative will be presented on 4 October at 9 pm on the digital terrestrial channel 32 and tivùsat, 475 of Sky and in streaming www.qvc.it, in an evening with the presence of Chiara Segrè, molecular biologist and head of the scientific supervision of Umberto Veronesi Foundation, Silvia Pedretti, researcher of the Umberto Veronesi Foundation, the photographer Settimio Benedusi and one of the protagonists of this year’s campaign.