Trending PR Campaigns
FrecciaRosa: Prevention on the Move
During October, FS Group and Fondazione Incontradonna brought FrecciaRosa cancer-prevention services onto 42 trains and into railway stations across Italy. The campaign paired free screenings and health advice with 40 stations lit pink, turning everyday journeys into a visible reminder to get checked; it reached more than 47 million passengers.
Why it worked: It hijacked a mass daily routine—train travel—with on-the-spot screenings and hard reach metrics, creating timely, measurable public-service news.
The lesson: Consider piggybacking on a ubiquitous habit next month and deliver an instant, free service there with a simple, countable impact.
Coverage over time
How this story spread across the media