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Project�Project�ofof Corporate�Social�Corporate�Social�ResponsibilityResponsibility forfor Police�Police�byby DeRigoDeRigoMARCO�SANTO�DANESIMARCO�SANTO�DANESI –– UniversityUniversity ofof PaduaPadua

social responsibilitysocial responsibilitysocial responsibility

«Le�imprese�con�più alti�valori�di�sostenibilità sono,�allo�stesso�tempo,�eccellenti�economicamente�e�mediamente�migliori�della�concorrenza»

(Dow Jones�Sustainability Index)

ResponsabilitResponsabilitàà economicaeconomica((bebe profitableprofitable))

ResponsabilitResponsabilitàà legalelegale((obeyobey the�the�lawlaw))

ResponsabilitResponsabilitàà eticaetica((bebe ethicalethical))

ResponsabilitResponsabilitàà filantropicafilantropica((bebe a�a�goodgood corporate�citizen)corporate�citizen)

AA)�Corporate�)�Corporate�issueissuePromotionPromotion

BB)�)�GoodGood corporate�corporate�CitizenshipCitizenship

CC)) RevenueRevenue--producingproducingtransactiontransaction

Source:�“Gli interventi nel sociale” by�Giovanna�Gadotti (in�“La�comunicazione d’impresa”,�Sperling &�Kupfer Ed.,�2003)

Cause related marketingCause related marketingCause related marketing

CRMCRM «processo�di�formulazione�e�implementazione�di�attività di�marketing,�caratterizzato�da�un’offerta�dell’azienda�di�contribuire�con�un�ammontare�specifico�ad�una�data�causa,�quando�il�consumatore�è coinvolto�in�scambi�remunerativi�che�soddisfano�obiettivi�sia�dell’impresa�che�individuali»

StategicStategic alliancealliance withwith a�a�nono--profitprofit organizationorganization

DirectDirect approachapproach totothe�social�causethe�social�cause

PrerequisitesPrerequisites:: •• Top�management�must�be�convinced�and�highly�involvedTop�management�must�be�convinced�and�highly�involved

•• Members�of�the�staff�and�employers�have�to�give�their�consentMembers�of�the�staff�and�employers�have�to�give�their�consent


The metropolis behindThe The metropolismetropolis behindbehind

New New yorkyork citycity


dubaidubai


Hong Hong kongkong


Cairo cityCairo city


milanomilano

Inspired by...InspiredInspired byby......

The�foundation�could�economically�support�the�association,�while�providing�awareness�and�making�word�of�mouth.

PARTNERPARTNER• Cultural�associations• S.r.l.�(show�Biz�– Studio�Azzurro)• Companies�that�lead�artistic�projects

LA�FABBRICA�DEL�VAPORELA�FABBRICA�DEL�VAPOREFunded�by�Comune di Milano,�Tempo�Liberosector,�who�leads�240�mq hosting�exhibitions,�theatre�and�dance�shows,�workshop�and�lectures.

facilitiesfacilitiesfacilities

• Catering�(multiethnic�restaurants)

• Retail�(books,�DVDs�of�people�working�there)

• Infirmary,�ticket�office,�cleaning�service

• Music�(music�room,�studios)

• Design/graphics�(labs�and�workshops)

• Visual�arts,�photography,new�media

• Theatre/dance/cinema

YounicubeYounicubeYounicube

WHATWHAT :��A�corporate�corporate�foundationfoundation against urban and�social�decay of the�suburbs that collaborateswith existing no-profit�associations in�metropolitan contexts.

WHYWHY :��give POLICE�a�social�social�profileprofile like manyother companies do�

ex.�Fondazione�Accenture,�Fondazione�Vodafone,�Fondazione�Adecco�per�le�Pari�Opportunità,�Fondazione�Trussardi,�UNIDEA�Unicredit�Foundation

MISSIONMISSION :�

• showing the�twotwo facesfaces of the�metropolis

• getting rid of the�stereotypestereotype of the�sparkling icon

• becoming aware of the�problemsproblems connected with the��suburbs


POLICEPOLICE :

• “l’etica�e�l’utile�convivono�nelle�strategie�aziendali�senza�pericolose�contaminazioni” Caldani�e�Brioschi,�1997

• “una�realtà che�vede�l’impresa�comunicare�la�propria�assunzione�di�responsabilità sociale�al�fine�di�riscuotere�la�fiducia�e�il�goodwill del�pubblico” Giovanna�Gadotti,�2003


Younicube : what’s in?YounicubeYounicube : : whatwhat’’s in?s in?

AREAS:�AREAS:�• Music Roomwith instruments• Recording room• All-purpose room

ACTIVITIES:�ACTIVITIES:�• urban architectureworkshop

• Graffiti�workshop• Graphics workshop

• Contact and�collaborationwith companies

SOCIAL�SOCIAL�

REDEVELOPMENT�REDEVELOPMENT�

OF��URBAN�AREASOF��URBAN�AREAS

• Collective� urban� area� producing� and�developing� innovative� artistic� projects� to�re-qualify� and� re-vitalize� public� spaces� in�decay.

www.areaodeon.it

Areaodeon: whoAreaodeonAreaodeon: who: who

• Collaboration� with� human� resources� and�economic,�productive,�educational�actors.

• Young� people� aged� 18-30� coordinated� by��experts� in� arts� (architects,� ex-professors,�volunteers,�students)

Areaodeon’s peopleAreaodeonAreaodeon’’s peoples people

Everything�is�made�by�“any�brave�artist�who�wants�to�freely�

confront�him/herself�with�contemporary�society..”

(MySpace�quote)

Police’s rolePolicePolice’’s s rolerole

SUGGESTIONSUGGESTIONOur�foundation�could�financially��support�the�association,�while�providing�awareness�and�making�word�of�mouth.

ACTIVITIES�ACTIVITIES��workshops�on�visual�arts,�new�media� film�festivals�(ex:�“La�Ciotat” )� theatre�performances�� artistic�interactive�installations� video-photography�exhibitions

Area odeon + YounicubeArea odeon + Area odeon + YounicubeYounicube

Cultural� association� born� in� VI� Municipio,� Rome,� in�2001,�and�run�by�students�and�volunteers.Its� aim� is� to� regain� a� public� space� to� serve� as� a�cultural�centre,�where�artistic�expression�of�young�

people�are�dreams�that�can�become�true.

www.kollatinounderground.org

Kollatino undergroundKollatinoKollatino undergroundunderground

Police’s rolePolicePolice’’s s rolerole

SUGGESTIONSUGGESTIONOur�foundation�could�be�a�supporter�of�the�musical�initiatives�by�providing�a�free�music�room�with�instruments�and�mixer.

ACTIVITIESACTIVITIES� Drama,�photography,�artisan�lab�lessons�Work� in� progress:� music� roommusic� room run� by� a�partner� called� ecletticalab,� which� entertains� the�kollatino’s events�with�performances� live� (rock,�blues,�jazz)�and�dj-sets�(techno,�electronic)

YOutube and iTunesYOutubeYOutube and and iTunesiTunes

YOUniCUBEYOUniCUBE ChannelChannel

Video�streaming�ofperformances and�ads

Upload�of the�songs

by YouniCUBE artists

€ 1,00�per�song

In-store music promotionInIn--storestore musicmusic promotionpromotion

Police music towerPolice Police musicmusic towertower

Police keyPolice keyPolice key

In-store Art promotionInIn--storestore Art promotionArt promotionArt Art gallerygallery fromfrom the the cubecube

On-line auctionOnOn--line line auctionauction

How do we manage profitHowHow do do wewe managemanage profitprofit

40%40% toto the�the�artistartist60%60% toto the�the�sponsoredsponsoredassociationassociation

MUSICMUSIC $$$$$$WORKS�OF�ARTWORKS�OF�ART

GoodwillGoodwill

www.younicube.comwww.younicube.comwww.younicube.comwww.younicube.comwww.younicube.comwww.younicube.comwww.younicube.comwww.younicube.com

VisitVisit usus forfor more information atmore information at

Project�Project�ofof Corporate�Social�Corporate�Social�ResponsibilityResponsibility forfor Police�Police�byby DeRigoDeRigoMARCO�SANTO�DANESIMARCO�SANTO�DANESI –– UniversityUniversity ofof PaduaPadua

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