The Serie B League is renewing its commitment to social responsibility for this season as well, confirming its partnership with the Department for Policies Against Drugs and Other Addictions of the Prime Minister’s Office to promote the responsible and balanced use of digital technologies, with a particular focus on younger generations.
The initiative, accompanied by the slogan #putdownyourphone, aims to engage fans, families, and communities, highlighting the role of sports as an opportunity for socializing and a means to rediscover the importance of interpersonal relationships and shared experiences.
The campaign, which will kick off on Matchday 9 of Serie BKT and continue into the next round, is part of the initiative developed by the Serie B League through the social enterprise B4People and aligns with the objectives recently presented as part of the Integrity Tour, through a dedicated training module.
“Soccer allows us to reach millions of people, building communities and making a tangible contribution to the spread of a culture based on awareness,” emphasizes President Paolo Bedin. “— With the #mettiviailcellulare initiative, we aim to highlight an increasingly relevant issue—especially for young people—by promoting a balanced relationship with digital technologies. Through B4People, our platform for social and environmental sustainability, we believe our role also involves educating others by leveraging our media visibility and building partnerships with institutions and civil society to tackle the challenges of the future together. “The issue of health problems linked to technology—and cell phones in particular—falls within this scope.”
To ensure the message reaches as wide an audience as possible, Serie BKT stadiums will be involved through a series of promotional activities: LED displays along the sidelines, announcements by the public address system, and social media content posted on the official Serie B League channels.
At the heart of the campaign is the commercial “A Smartphone as a Friend”, produced by the Department in collaboration with Rai, which will be shown on the giant screens at the stadiums participating in the initiative. The video, accompanied by the tagline “You can do so many things with your cell phone… including putting it away,” invites viewers to reflect on the importance of mindful use of digital technologies, emphasizing the value of time spent on interpersonal relationships and shared experiences.
Sharing this content, along with the hashtag #mettiviailcellulare, will help increase the visibility and reach of the message, reaffirming the role of sports as a tool for raising awareness and promoting responsible behavior for the benefit of the community.