In 2020 AMA CRAI Est turned to Baobab Communication for an initiative that would combine brand awareness with corporate social responsibility and was destined for distribution in the CRAI stores. The project ‘Le Storie di Zia Amarena che Cambiano il Mondo’ [The Stories of Aunt Amarena that Change the World], consists of a series of 5 original fairy tales for children, produced entirely by the creatives at Baobab. The tales—sold in the CRAI stores from September to December 2020—focus on values such as solidarity, goodness, friendship, and respect for diversity.
They are set in the 5 regions where AMA CRAI has its stores (Veneto, Friuli Venezia Giulia, Emilia Romagna, Tuscany, and the Marche). A portion of the proceeds from the sales is donated to support 5 local associations, which work to support children, young people and families experiencing difficult and delicate situations. The associations involved are: COMETA A.S.M.M.E. (Veneto), AZZURRA MALATTIE RARE (Friuli Venezia Giulia), CASINA DEI BIMBI ONLUS (Emilia Romagna), AGBALT (Tuscany), AMBALT (Marche).
Book format: 20.5 x 20.5 cm, 48 sides printed on Arena Natural Bulk 120g paper, sewn paperback and dedicated binder. 30,000 copies for 5 stories.