SMS Solidarity Campaign: ABF brought the streets of Florence to life with 3 days of music, participation and solidarity.
From September 7 to 9, the Andrea Bocelli Foundation livened up the historic center of Florence–where the foundation has had its operational headquarters since 2016 – via a series of events for the “45580 – Educare per Crescere” SMS Solidarity Campaign aimed at funding the reconstruction of the pre-school and primary school of Muccia, a municipality in the Marche region severely impacted by the 2016 earthquake swarm.
The ABF Apecar, which had already been the protagonist of the latest edition of the Teatro del Silenzio in Lajatico, was touring the historic streets and piazzas of the city and many volunteers, friends and well-known faces chose to contribute to this initiative.
Indeed, thanks also to the invaluable support of both Italian and international musician friends, such as Giovanni Caccamo and the London Essentials – who worked alongside the staff and volunteers of the Foundation during those three days – ABF seized the opportunity to invite tourists and locals to unite forces in a new grand goal: to give the students and the community of Muccia an important point of reference in their everyday and social lives.
An extraordinary event laid at the heart of the SMS Solidarity Campaign, conceived within the biggest outdoor amphitheater in the world, the Arena of Verona, which saw our founder, Maestro Andrea Bocelli, perform alongside many friends from the world of music, cinema, show business and sport worldwide. The show was aired on prime-time TV on Rai Uno – the leading Italian TV channel – on September 9 and is available for streaming on Raiplay.it.
Thanks to the precious generosity shown to us by Rai Sociale and Mediafriends, ABF was able to broadcast the Solidarity SMS commercial within the television schedule run by the two companies, in particular from August 26 to September 1st, on Mediaset TV channels, and from August 26 to September 11 on Rai TV channels.
The live video and photos of all these events can be found on the Foundation’s official social media channels.