In 2016, during a radio programme on the national radio station RTL 102.5, the president of the Chamber of Deputies Laura Boldrini challenged the radio station to organize a public initiative to engage with men against violence on women.
RTL 102.5 and DLV BBDO accepted the challenge.
That’s how a campaign broadcast both on TV and on the radio was born.
Every hour, the historical news signal on the radio became the announcement of the #èoradichiederescusa (#itstimetosaysorry) campaign.
The strategy of this initiative was to have men talking to other man: only if you’re brave enough to say sorry and to condemn violence that this can all be stopped. Some of the most important artists in the Italian music scene together with the DJs of RTL 102.5 were the voice of this campaign.