THE CLIENT.
There's To Do ETS (https://cedafare.org) is the’nonprofit association founded in 2023 by Paolo Kessisoglu and Silvia Rocchi with the goal of supporting boys and girls aged 12 to 19 in psychological and psychiatric difficulties. The organization was founded with a clear purpose: Integrate national health care through ad hoc pathways for adolescents and their families, also contributing to the overcoming stigma that unfortunately still surrounds mental health.
Adolescent mental distress is for all intents and purposes an emergency, but the Italian health care system often struggles to provide timely responses because of excessively long waiting lists, wards that are not always adequate, and a lack of specialized expertise for adolescents. C'è Da Fare projects aim to fill this gap, also promoting solidarity and awareness of the issue.
Prominent among the nonprofit's main projects is “There's To Do Safe Teen”: a multidisciplinary outpatient care protocol developed together with the Niguarda Hospital in Milan that provides care for adolescents in severe distress, later exported outside Lombardy - to the Bambino Gesù Hospital in Rome and in the Belluno area - and waiting to be activated in more and more Italian regions.
To fund its projects, the association organizes sporting, cultural and recreational events investing every euro raised in the health facilities involved and in the territorial initiatives of C'è Da Fare.
From August to November 2025, the tour “There's Laughter”, the Italy's first theater review dedicated to mental health, which drew on comedy as a tool to address complex issues-diversity, disability, parent-child relationships, life and death-and thus transformed laughter into a moment of confrontation and awareness. Conceived by Paolo Kessisoglu, the tour brought to several Italian cities (Marina di Pietrasanta, Novara, Rome, Milan, Genoa and Varese) renowned Italian comedians and musicians including: Luca Ravenna, the Panpers, Antonio Ornano, Ippolita Baldini, Eleazaro Rossi, Alice Mangione, Raphael Gualazzi, Boosta, lamollie, and Chiara Galiazzo. Also taking the stage were. mental health professionals to dialogue with the public on this very important issue. Our press office activities have focused primarily on this very tour.
THE OBJECTIVES OF THE COLLABORATION
PR activity for the nonprofit association is designed to achieve several goals.
First, Promote awareness of the various shows for a wide audience and support the ticket sales, thereby also increasing the visibility of There's To Do as an entity committed to helping troubled youth and parents, and Strengthening awareness regarding its various projects - such as “There's To Do Safe Teen”-to which the funds raised at each stage of the theater tour have been allocated.
In this way, each show became a melting pot between fundraising and advocacy activities and, through local media, contributed to Fighting prejudices related to youth mental health.The latter objective was the subject of an additional communication regarding the social campaign television of C'è Da Fare, supported by the philanthropic charity Mediafriends and aired on Mediaset networks in late August: a mental health awareness spot and promotion of a culture of prevention and listening.
The collaboration also included our support in preparing a press conference in which he was new project announced of the nonprofit together with the Gaslini Children's Hospital of Genoa and the Gaslininsieme Foundation: “There's To Do in Liguria” designed to bring psychological and neuropsychiatric care to adolescents in the most remote areas of the region where access to care spaces is most complicated.During the conference, the donation by “C'è Da Fare” of more than 70 thousand euros to Gaslini was formalized. The project was later recounted in a dedicated press release sent to the Ligurian press to spreading the word throughout the territory Of the noble initiative.
THE PR & MEDIA RELATIONS STRATEGY
The team built a three-tiered strategy, integrating a communication footprint of cultural, social and territorial:
1. National communication of the association's tour and mission.
As a first step, we drafted a release designed for the national press that would narrate the tour as a whole, positioning “There's Laughter” as a Italy's first theater show devoted entirely to mental health. In this context, we were also able to tell about the association, its goals and its concrete efforts over the years in supporting adolescents.
2. Local PR for each tour stop
We set up a roadmap that, on a month-by-month basis, allowed us to organize in a timely manner for writing local press releases and sending them to the newspapers in the various regions, thus giving the newsrooms time to process the news and publish it to alert their audiences of the initiative.
In addition to the writing of dedicated press releases for each city and theater, we constructed media lists for each stage through a Extensive research of local journalists and newspapers in target audience (print, online, radio, TV) dealing with shows, events, volunteering. In this way it was possible to proceed with a dedicated pitching either to send press releases, or for some interview proposals to the founders Paolo Kessisoglu and Silvia Rocchi. Ahead of the performances we also supported the association with press invitations e credits.Finally, after each performance, we also shared with the local press the video material and photos of the event.
3. Parallel communication to the tour of other C'è Da Fare initiatives.
Le organized and triangulated interviews were not limited to dealing with the tour, but were an opportunity to talk about the plight of young Italians in psychological and psychiatric distress and the various projects the association has devised in response to the emergency.
A press release for social commercial of youth mental health awareness broadcast in August on Mediaset networks, sent to a target audience of marketing and communications titles To reach an even wider audience.
On the occasion of the Genovese stage at the Politeama and the launch of the new project “C'è Da Fare in Liguria,” we dealt with the coordination of the various press offices (of hospital, foundation, and theater) For the organization of the press conference in which the project was first announced and the donation took place.
With the tour over and the holiday season approaching, press office activity continued through a search for newspapers and journalists who have written about the solidarity Christmas gifts, contacting them to suggest including in this year's articles the opportunity to support C'è Da Fare as a special gift for our loved ones.
RESULTS.
The integrated strategy between social, cultural and territorial communication has generated a wide-ranging media ecosystem with Coverage in print, online, TV, radio and event portals, both national and local.
Between August and November 2025, the following were obtained. 285 press releases, including 66 Tier 1 releases, including TV and radio reports, interviews with the founders, coverage of individual tour stops, the new Ligurian project, and the TV commercial.
Some of the best publications obtained follow:
- Interview and preview of the first leg of the “There's Laughter” tour for Sky TG24: https://tg24.sky.it/spettacolo/video/2025/08/18/ce-da-ridere-il-tour-di-kessisoglu-a-sostegno-salute-mentale-giovani-1029714
- Interview on the “There's Laughter” tour for Radio 105 (“105 Mi Casa” program): https://www.105.net/audio/105-mi-casa/1390236/paolo-kessisoglu-105-mi-casa-31-07-2025.html
- Interview on the “There's Laughter” tour for Radio2 (“Some Like Radio2” program): https://www.raiplaysound.it/audio/2025/10/A-qualcuno-piace-Radio2-del-09102025
- Review of the first leg of the tour on Christian Family: https://www.famigliacristiana.it/cultura-e-spettacoli/a-teatro-per-imparare-ridendo-a-essere-buoni-genitori-wse1es34
- Interview for the Piedmont stage for the local paper The Novara Press (in print and online): https://www.lastampa.it/novara/2025/10/01/news/novara_paolo_kessisoglu_sul_palco_del_coccia_sulla_salute_mentale_si_puo_anche_ridere-15331318/
- Interview for the Milan stage in the paper of the Evening Courier
- Service of the TGR Liguria On the start of the new Ligurian project and the Genovese leg of the tour: https://www.rainews.it/tgr/liguria/video/2025/11/ce-da-ridere-al-politeama-genovese-lo-spettacolo-comico-per-il-gaslini-fiffuso-dc65d990-c699-49e7-88bd-661dfa8b55b8.html
- Interview for weekly lifestyle magazine People, in which Paolo Kessisoglu talks about his commitment to youth mental health: https://www.gente.it/people/a68893471/paolo-kessisoglu-intervista-salute-mentale-adolescenti-genitori-figli/
- Publication in the MarCom masthead Engage Of the press release on the commercial aired on Mediaset networks: https://www.engage.it/campagne/ce-da-fare-e-on-air-lo-spot-per-la-salute-mentale-adolescenziale.aspx
- Donation to C'è Da Fare as a solidarity Christmas gift on Style Magazine (weekly newspaper of the Evening Courier): https://style.corriere.it/attualita/societa/regali-solidali-natale-2025/4/
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