00:00As a women's difference we have renewed with immense pleasure the collaboration with COOP because COOP from the beginning has developed communication campaigns that are really the tool of prevention that is needed to make our country evolve, which unfortunately is a little backward compared to the cultural area of prevention.
00:28This year's COOP campaign, made in collaboration with Differenza Donna, is a new campaign, but a really useful campaign.
00:38It is a new campaign because it gives voice to men, it gives voice to those men who have encountered violence in different areas of their lives, in the work environment, in the family environment, in which they have seen a woman next to them suffer male violence and therefore had to choose their radical position and no longer a situation in which they had not taken part.
01:07This positioning told in these stories by these men is there to enter the homes of our Italian families through the most widespread COOP products,
01:21precisely because women, men, members of the family, but also boys and girls who are the children who are part of our families, can listen with a simple QR code to stories that are experiences that can really become symbolic and leave very important information on the difference between being neutral or taking part and therefore how to make a difference as men.
01:51Differenza
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