IFC Italy partners with Red Cross Milan for powerful 5×1000 campaign
We are proud to announce that IFC Italy is working with Croce Rossa Milano (Red Cross Milan) to design and deliver the communication campaign for their 2025 5×1000 appeal—a powerful example of how strategic fundraising and values-based storytelling can mobilise citizens to support their communities.
A unique mechanism with a big impact
In Italy, the 5×1000 is a distinctive form of fiscal subsidiarity, a unique way in which public funds (taxes) are partially redirected by citizens to support civil society organisations. Introduced in 2006, it allows citizens to allocate 0.5% of their personal income tax to a non-profit of their choice—at no additional cost to the taxpayer. It is a simple gesture with great social value, enabling widespread citizen engagement in support of causes such as health, education, environmental protection, and social welfare.
2025 theme: You for Them (Tu x Loro)
For 2025, Croce Rossa Milano has chosen to spotlight its unwavering commitment to homeless individuals, vulnerable families, the elderly, and those facing economic hardship in the city.
The campaign captures the real-life interventions of Red Cross volunteers: from night mobile units supporting rough sleepers, to the distribution of food parcels for those in urgent need. These compelling visuals—featuring real people, protected and respected—form the emotional heart of the campaign.
Communication with purpose: “Tu x Loro”
Together with graphic designer Cinzia Massara, IFC Italy's director, Francesca Mineo led on developing the concept, copywriting, and creative direction. The campaign's central claim—“Tu x loro. Il tuo 5×1000 a Croce Rossa Milano: la moltiplicazione più bella”—translates to:
“You for them. Your 5×1000 to Red Cross Milan: the most beautiful multiplication.”
The clever play on words—combining the mathematical symbol "x", the Red Cross itself, and the symbolic power of individual action—perfectly encapsulates the campaign’s message: with just one simple choice, citizens can multiply their impact.
Multichannel rollout
The campaign includes a range of integrated materials designed to reach and engage a wide audience:
- Printed leaflets and postcards to be distributed through Red Cross Milan’s network and events
- A dedicated landing page with information about the campaign, practical instructions for taxpayers, and stories from the field – https://dona.crimilano.it/5x1000
- A short podcast, featuring the real voice of one of the homeless individuals supported by Red Cross volunteers—an intimate window into a life often overlooked.
As always, this is communication for fundraising—a blend of storytelling, strategy, and solidarity.
A campaign of corporate values and community action
The 5×1000 campaign is more than a technical appeal—it’s a unique moment where brand, mission, and message align. It’s where fundraising meets corporate communication, and where organisations like Croce Rossa Milano have the chance to express their deepest values while securing vital resources to continue their work.
At IFC, we are proud to support this essential cause and the incredible people behind it. Stay tuned as the full campaign rolls out across Milan—and beyond.