Donna Moderna launches #BeeGreen, a shared sustainable project to support the life of 1 million bees in Milan

The community of the leading women’s title engages in a green challenge in the magazine, web site, social media channels and the App AWorld, to adopt sustainable lifestyles and together save 500 tonnes of CO2

On newsstands this week, a special issue produced for the first time on 100% re-cycled paper. And featured on the cover, actress and green activist Valeria Solarino

Donna Moderna, the magazine that is a point of reference in the women’s segment, is launching a project dedicated to the issue of sustainability and biodiversity.

An initiative that will actively involve the title’s community, which now has a total audience of 12.2 million net users, in addition to almost 3 million fans on social networks: from a special issue that will make an all-round examination of the issue of sustainability, to a challenge that will encourage readers to adopt sustainable lifestyles and a project to create Italy’s largest urban apiary in Milan.

“We have put together a collector’s issue, full of memorable stories, like that of Laura Conti, Italy’s leading ecologist. And enriched with big names: Michela Murgia told us about the green revolution of Pope Francis, Sara Rattaro about the discoveries of the first ethologists and Fabio Genovesi the unpublished story of a child and his education in nature. It is an issue to be kept also for the wealth of green advice in all areas, from furniture to cooking, and from wellness to travel. And with an awareness that the smallest gestures each of us can have an important impact in delivering a healthy planet to future generations,” declared Annalisa Monfreda, editor of Donna Moderna.

A special issue
Starting from the issue on newsstands this week. An extraordinary issue with features and services that talk about sustainability from different points of view, from the re-use of plastic to water and energy saving, and with the contribution of exceptional testimonials committed to the environment.

For the first time, this special has been produced with 100% recycled paper, enhanced by a graphic design and layout with green graphic elements, created exclusively for the magazine, to represent the themes of the project.

The cover star is the actress Valeria Solarino, chosen by Donna Moderna for her commitment to a sustainable and essential lifestyle.

The launch event
This Donna Moderna special project will be launched in a phygital event to be held tomorrow 24 March at 6.30 pm at the Fabbrica dell’Aria, the first scientific and technological innovation project to filter and purify indoor air, conceived by the internationally renowned scientist Stefano Mancuso and located at the Green Media Lab in Milan.

The event will also feature a talk involving Stefano Mancuso and Anna Favella, actress and sustainable thinker, Alessandro Armillotta, CEO of AWorld and Giovanni Storti, actor and green activist.

The challenge
The second phase of the project proactively involves the Donna Moderna community: in a challenge, users and readers will be asked to adopt sustainable behaviours with a direct and measurable impact in CO2 savings. To this end, Donna Moderna has signed a special partnership with AWorld, the app selected by the UN to educate consumers on the impact of daily actions on the environment and to encourage the creation of new, more sustainable and traceable habits. Thanks to the app, users can participate every day and calculate the amount of CO2 saved for each habit adopted, and actively contribute to the magazine’s goal of a reduction of at least 50 tonnes of CO2 in a month.

The beekeeping project
At the end of the challenge, Donna Moderna will contribute to the commitment shared with its community, taking concrete action in support of the environment and society.
On 22 April, on the occasion of Earth Day, Donna Moderna in collaboration with Green Island/Alveari Urbani, will present the biggest Italian urban beekeeping project at Cascina Merlata and the gardens of San Faustino in Milan, with the installation of 17 wooden hives, which will host 17 bee families, giving life to and ensuring the survival of more than 1,000,000 European bees.

A beekeeping initiative that aims to promote the reintroduction of bees in urban contexts, a fundamental step in enhancing biodiversity and a properly functioning ecosystem.

The social media campaign
The project’s storytelling will also be developed for the duration of the initiative on the Donna Moderna website and social media channels in order to raise awareness and directly involve the community in the challenge and the adoption of behaviours with a lower environmental impact.

The launch of the new special issue will be supported by an advertising campaign created by CasiraghiGreco &, and planned on print, digital, social media, radio and digital out-of-home in the core areas of Milan.

Institutional partners of the project: Green Media Lab – AWorld – Urban Beehives – Earth Day.

Sponsor of the initiative:
The entire initiative was supported by the main sponsor Finish, which together with Donna Moderna created a storytelling dedicated to sustainable actions to promote the responsible use of water in the special issue and on the social media of the magazine. In fact, since 2019 Finish has been involved in the “Water in our hands” project which aims to spread an ever-greater awareness of new behaviour patterns and new consumption habits that can protect and safeguard this extremely precious resource for the life of the planet but which, unfortunately, is limited.


The Mondadori Group
For over 110 years, the Mondadori Group’s mission has been to promote the dissemination of culture and ideas, guaranteeing a quality entertainment offer to the widest possible audience. Leader in the book market and Italy’s leading multimedia publisher, Mondadori has embarked on a path of social responsibility that includes the promotion, on all its channels, of quality content that rewards plurality of thought, inclusion and diversity, and with an approach that is always aimed at innovation.
Mondadori’s commitment can be seen from a series of activities in support of the communities in which the Group operates: from the promotion of reading and education to training and social and health care.
The Group has also developed a range of initiatives aimed at reducing the environmental impact of its offices and bookstores, which has resulted in a significant reduction in greenhouse gas emissions and led to an increase in the use of certified paper in the production of books and magazines.

Nielsen Media Impact data Fusion May 2020
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