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Community sponsoring approach recognized for brand activation and impact achieved

ESA’s “Purpose-Led Sponsoring Cause” Award goes to The Human Safety Net

Posted 25 feb 2021

“A Brave and scalable idea, with great use of sponsorship to complement and accelerate its underlying business purpose. The thinking behind the whole concept was impressive, well executed and innovative, with strong overall results - a very worthy winner!”

With these words the international jury of ESA, the European Sponsorship Association, awarded Generali’s The Human Safety Net the prestigious “Purpose-Led Sponsoring Cause” Award.

With The Human Safety Net’s movement of people helping people, Generali created an integrated approach to connect each step of the sponsoring activity to community engagement. A brand activation active in several ways and multiple countries: from donations gates at marathons in Germany, to activation for refugees running team in Switzerland, from Hungary’s Night runs supporting nurses and doctors to employee engagement as runners and fundraisers in Italy and Indonesia…

Thank you to the volunteers, NGOs, ambassadors and all Generali people involved in THSN's for making it possible, and keep on the good work!

Have a look at the 1-min pitch video.

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