Io Smpl., the initiative of the Turin-based communication agency Simpol. the reactive agency dedicated to sustainable and social impact projects, has devised The red thread of destiny, a photographic and participatory project combining creativity, solidarity and change.
There were two stages of the initiative: on Friday 9 May at the Costadoro Social Coffee in Turin, on the occasion of Graphic Days® 2025 - an international festival dedicated to Visual Design, and from 15 to 19 May at the International Book Fair in Turin, in collaboration with GL events Italia.
The red thread of destiny involved over 1,000 people in an immersive experience, where each participant was portrayed in black and white, holding a red thread in their hands: a visual symbol of the bond that unites each individual to others.
An idea inspired by the legend of the red thread of destiny, according to which each individual is connected to their kindred soul by an invisible red thread. In Simpol. the reactive agency's project, the thread became real, visible, intertwining from one face to the next to form a large collective wall that tells of the strength of human connection. In addition to photography, participants had the opportunity to record a short video clip answering the question ‘What do you find on the other side of the red thread?’. The contributions collected will go to compose a choral video that will also carry the initiative's message on social networks.
A curiosity: adding up the length of the red thread portrayed in all the shots, we would obtain a thread of about 250 metres - the equivalent of one and a half Mole Antonelliana. A concrete symbol of how long and powerful the bond that unites people can be.
Each person portrayed was invited to make a donation in favour of FORMA, the Fondazione Ospedale Infantile Regina Margherita in Turin, a highly specialised paediatric centre of national importance, a reference centre for many children suffering from different serious pathologies also from other regions and foreign countries.
In the two stages, FORMA's volunteers collected over 5.000 euro, which will be used to support the purchase of advanced software for the Regina Margherita Hospital's magnetic resonance imaging system, useful for neurosurgeons to plan safer operations for young patients.
"The red thread of destiny stems from the desire to tell the story of love as a force that creates authentic connections and overcomes all differences. We believe in the power of creativity as an engine for positive change, and this is at the heart of the project we conceived and brought to the Graphic Days® and the Salone del Libro. Being able to involve over a thousand people and raise over 5.000 euros for the FORMA Foundation is for us a result that goes beyond expectations: it is proof that when art, participation and solidarity meet, they can generate a real impact. A heartfelt thank you goes to GL events Italia and Costadoro, who believed in this initiative from the very beginning, enabling us to make it concrete and shared." Simone Arena, Founder & Creative Director of Simpol. the reactive agency and creator of the project.
"We are proud to support the FORMA Foundation through an initiative that perfectly embodies our motto Bringing people together. We believe in projects that bring people together and generate social value, and this is a beautiful example of that". Gabor Ganczer, Managing Director of GL events Italia:
"The project that has come to life in our store is a great opportunity. First and foremost, to do our part and actively contribute to the important work that the FORMA Foundation does on a daily basis. We at Costadoro recognise its value and believe in the power of sharing and we are happy to have seen hundreds of people join us in this gesture of solidarity, supporting such a valuable cause. The FORMA Foundation carries out a fundamental commitment and we too wanted to contribute to this mission." Federica Trombetta, Head of Marketing & Online Operations at Costadoro.
"We would like to thank all the players in this initiative who have teamed up for the Regina Margherita children, united by a red thread. The energy expended and the affection of all the participants will go to support an important project for the care of young patients." comments Luciana Accornero, President of Fondazione FORMA, enthusiastically.
The red thread of destiny is an initiative of Simpol. the reactive agency, realised in collaboration with GL events Italia and Costadoro, in support of Fondazione FORMA. Technical partners: Riflessi shop and Fast Events.
