Research on female neoplasms, in October ‘Shopping4good’ for Fondazione Veronesi

Also this year Qvc, multichannel retailer and world leader in video-commerce, is supporting Fondazione Umberto Veronesi with the project ‘Shopping4good’ to support research and awareness on typically female tumors. From October 1 to 31, on the Qvc Italia platforms, the new campaign will feature the researchers of Fondazione Veronesi in their daily lives. The funds raised will support the work of 3 of them. The collaboration, from 2015 to today – as stated in a note – has made it possible to finance 26 research grants.

Every year, over 55,000 women in Italy get breast cancer, but thanks to early diagnosis and the progress of scientific research, over 90% of women who receive this diagnosis are cured. “For years we have supported the Fondazione Veronesi project through Shopping4good – explains Sarah-Jane Morgan, CEO of Qvc Italia – Thanks to this initiative, the shopping experience becomes a moment of reflection and solidarity, giving a deeper meaning to shopping. Prevention and health are issues that involve each of us. This is why we proudly support this very important initiative”. On behalf of the Umberto Veronesi Ets Foundation, the president and director of the Surgical Senology Division of the European Institute of Oncology (IEO) in Milan, Paolo Veronesi, declares: “We are happy to have QVC Italia at our side again this year and to be able to count on its support in supporting scientific research on female tumors. The new campaign they have created represents an opportunity to make known our researchers, both male and female, who every day allow us to concretely hope for a better future in terms of health”.

In fact, ‘Tumor Researchers. Every day an extraordinary feat’ is the ‘line’ of the new social awareness campaign by Shopping4good by Qvc Italia, shot by Sgp Stefano Guindani Photo and which this year draws attention to those who actually work on cancer research. People who perform extraordinary feats in the laboratory, but who outside of their work are struggling – like everyone else – with managing their daily lives. The aim of this campaign is precisely to underline their more human aspect, as opposed to the importance of their daily mission, the one that begins when they put on their lab coat and enter the laboratory.

But who are the researchers? Simone Baldi, Veronica Cocetta and Matteo Claudio Da Vià are the protagonists of this communication campaign that Qvc will carry out on all its platforms, from TV channels (32 digital terrestrial, 475 Sky), to the online portal qvc.it, to the on demand channel Qvc+ and initiatives on social networks, up to pro bono spaces obtained in print and digital platforms. From 1 to 31 October, by ordering on Qvc Italia’s multimedia platforms the products made available by prestigious brands that support the initiative, the charity item or by adding a donation of one euro to any other purchase, you can contribute to the fundraising. 100% of all these purchases and donations will be donated to Fondazione Veronesi. Those who make a donation of 1 euro will be sent a postcard with the campaign visual and a list of tips for a life dedicated to health and prevention.

Furthermore, for this project, the retailer has created a special charity item signed ‘Le corone bags’: a leather clutch bag made in Italy available in different colors, including the iconic pink (on sale from October 1st). Shopping4good is possible thanks to the precious collaboration of some of the retailer’s partner brands that are making available, free of charge, a selection of products for the fundraising. The products and the charity item will be on sale on the qvc.it website on the page dedicated to the initiative and will be available throughout the month of October.

The Shopping4good initiative will also be presented to the public on 7 October at 8pm on digital terrestrial channel 32 and tivùsat, Sky channel 475, and in streaming on qvc.it, during a special evening with the presence of some personalities from the Veronesi Foundation such as Professor Veronesi and Alice Agostino, Pink Ambassador of the Veronesi Foundation, and the campaign testimonials.