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Mauro Feliziani


Teaching methods:

30% of classroom training

70% of workshop time



Formative curriculum:

• Intro on the history of Graphics for Public Utility in Italy: from the first theorizations by Abe Steiner to the case study of Massimo Dolcini’s work for the municipality of Pesaro, the first “Biennale della Grafica” of Cattolica and the “Carta del Progetto Grafico;


• From graphics to communication. The 3 areas of non commercial communication: Communication for the public administration, Political Communication and Social Communication. Analysis of both Italian and international cases for each area; 


• Focus on the world of socially responsible advertising. The NGOs and their needs: the different approaches from awareness raising to fund-raising campaigns. Analysis of both Italian and international cases; 


• Brands as a force for good. The social communication made by profit companies in the age of sustainability. From purpose-driven companies to brand activism. The role of the designer in fighting old narratives and stereotypes. Analysis of both Italian and international cases;


• Politically correct, inclusivity, diversity, multiculturalism, feminism and the importance to “say things right”. Analysis and discussion of this ever-evolving guide for communicators.

• Think first, design later. The importance of strategy in the creation of impactful integrated campaigns that can change the world for the better.


In the workshop hours, the students will be conducting laboratory exercises. They will be asked to create their own personal projects and to put into pratice what they will be learning during the classroom training. They will be given real marketing briefs from guests working in different fields and they will be followed throughout the whole creative process until the final pitch.


Educational aims:


The programme aims to provide:

• a deep knowledge of socially responsible communication needs and tools;

• a true understanding of the differences between the forms of non commercial communication, in relation to target, needs and general context; 

• a strategic method to develop effective campaigns to support a cause;

• awareness of the power of arts and design professionals to shape a better world and change things one message at a time.

Intended learning outcomes:


By the end of the programme, students will be able to: 

• analyze any piece of materials from institutional and political communication, awareness raising and fundraising campaigns;

  • create strategic integrated campaigns for public administration, political parties or movements, NGOs, and activist brands



Dolcini, M. (2015). La grafica per una cittadinanza consapevole. Ediz. illustrata. Grafiche Aurora


Bierut, M. (2015) How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world.

Thames & Hudson

Barry, P. (2016). The Advertising Concept Book: Think Now, Design Later (Third Edition). Thames & Hudson

Christian, S. & Kotler, P. (2020). Brand Activism: From Purpose to Action. IDEA BITE PRESS