Aprire 1n caso d1 guerra

Didactical project by M. Marchese, M. Sergio, O. Guadagno, C. Romano - Undergraduate course in Communication Design - IED Roma In collaboration with Emergency

Academic year

2025/2026

A guerrilla marketing action in collaboration with Emergency that transforms a symbolic enlistment kit into a tool for reflecting on the theme of war.

The project was developed within the Methodology course, based on a brief created in collaboration with Emergency, with the aim of translating the values of the R1PUD1A campaign into a communication action capable of directly engaging a young audience.

The research phase examined the current geopolitical context and the public debate surrounding the possible reintroduction of compulsory military service, exploring the Italian legal framework and the role of Article 11 of the Constitution, which states that Italy repudiates war.

Starting from these reflections, and under the guidance of lecturer Andrea Natella, the student team developed the concept “Aprire 1n caso d1 guerra” (Open 1n case of war), a communication device designed to make the theme of war more concrete and personal, no longer perceived as distant. The idea takes the form of a sealed envelope that symbolically recalls a military enlistment letter and invites the recipient to open it to discover “the essentials to become a soldier”.

Inside the envelope are several elements designed to trigger individual reflection: a form, a military dog tag and a mirror, intended to directly involve the viewer and confront them with their own image. A QR code also connects the experience to the informational content of Emergency’s campaign, extending the interaction from the physical to the digital dimension.

The project was developed as a guerrilla marketing action in urban space: the envelopes were placed and distributed in strategic locations at Sapienza University of Rome, generating curiosity and interaction among students and passers-by. The activation transformed a simple communication object into a participatory experience, capable of stimulating questions and public discussion about the relationship between the body, citizenship and individual responsibility in relation to war.