Publicis Italy Honours Local Heroes in New Community-based Campaign

Italy has around 6000 small villages where everything speaks to the country identity and local life. From the buildings to the small shops, it all shapes the local unique personalities, except the streets. Most of their names have nothing to do with local history and are repeated village to village.

 

For this reason the City Council and the Municipality of Fucecchio, a small village in the heart of Tuscany, launched Local Heroes, a project to replace the initial street names with local living personalities who had a crucial role in their community recent history.

 

Residents of Fucecchio propose their personal hero via a dedicated microsite - https://www.local-heroes.it - choosing a street from Google Maps and submitting his story with a video, pictures and written content. The most admired personalities give their names to the village streets and will be remembered forever. The project started in April thanks to a video call-to-action that activated people of Fucecchio trough local social media pages.

 

Close to road signs, people can unlock Local Heroes stories on their smartphones thanks to Estimote beacons through Google Nearby technology