Plasmon, the Italian Kraft Heinz baby food brand, powerfully draws attention to Italy's plummeting birth rate in a new short film that imagines the story of the last baby to be born in Italy.
Italy’s birth rate has declined every year since 2008 and in 2022 it fell below the 400,000 threshold: a drop of over 25% when compared with births in 2011, with ensuing social, cultural and economic consequences. The film, "Adamo," unfolds in 2050 and imagines the consequences of this demographic crisis being ignored for decades by the country.
Created by indie creative agency Dude and directed by Beppe Tufarulo, the mockumentary-style story details how Adamo was born into an empty maternity ward. We see him growing up with out playmates or siblings with only his parents trying to teach him how to play the normal games of childhood. There are also interviews with a midwife and nursery school teacher whose jobs no longer exist. The film concludes with an interview with demographer Alessandro Rosina, who has long predicted this apocalyptic scenario, in which discusses the consequences of ignoring the problem.
The campaign aims to start a conversation around the birth rate crisis and lobby to introduce national policies that support parenthood while, at the same time, putting pressure on institutions and the Italian government to change regulations. It's supported by a website, adamo2050.com, where users can explore the reasons behind the falling birth rate. Both individuals and companies can also sign “Adamo’s pledge”, a collective commitment that will support Plasmon’s effort in engaging the institutions and push to change some of the policies that deter Italians from having children.
The film was launched today in Milan at a press conference bringing together a team of senior government officials, organisational policy makers and social experts. In addition to the film, which will live online, a print campaign will run in Italy's national press. Dentsu handled media.
“It is becoming increasingly necessary for brands to take a stand on relevant social issues and start implementing concrete projects to trigger change," said Francesco Meschieri, head of marketing at Plasmon, in a statement. "Plasmon, which has been at the side of parents in Italy for more than 120 years, cannot consider demographic decline as an exogenous variable and wants to highlight and address the various problems affecting young people and new families. The Adamo 2050 platform has the ambition of bringing both companies and institutions around the same table, with the aim of being able to formulate tangible proposals that guarantee everyone, should they so desire, the possibility of building a family.”
"As a country we have been ignoring the demographic winter for too long," added Livio Basoli, executive creative director and partner at Dude. "Adamo is Plasmon’s wake-up call to the whole country and, in particular, to the people who can actually make a difference.”