A presentation on FAI - Fondo Ambiente Italiano - a non-governmental organisation established in 1975 to safeguard Italy's artistic assets and natural heritage

1. The 6th Census of Italian places to protect
Lisboa, Friday 1 June 2012
1

2. A BRIEF INTRODUCTION
FAI - Fondo Ambiente Italiano is a national,
non-profit foundation established in 1975 to safeguard
Italy's artistic assets and natural heritage.
2

3. OUR MISSION
Everyday we are engaged in:
• PROTECTING AND ENHANCING: FAI has
restored and opened to the public numerous
unique sites in Italy, entrusted to it through
donations or concessions.
Prima del restauro
• EDUCATING AND RAISING
Before restoration
AWARENESS: FAI educates and raises the
awareness of the public with a view to Villa della Porta Bozzolo, Casalzuigno (VA)
increasing their knowledge of, respect for
and dedication to art and nature.
• SUPERVISING AND INTERVENING: FAI
serves as the spokesperson for the interests
and expectations of the public, pro-actively
supervising and intervening on their behalf
across the country to defend Italy's Dopo il restauro
landscape and cultural assets.
After restoration
3

4. FAI’s MAIN PROPERTIES SAVED SINCE 1975….
• Abbazia di San Fruttuoso, Camogli (GE)
• Baia di Ieranto, Massalubrense (NA)
• Batterie Talmone, Palau (Olbia)
• Bosco di San Francesco, Assisi (PG)
• Bottega storica di Barbiere, Genova
• Cala Junco, Isola di Panarea (ME)
• Casa Carbone, Lavagna (GE)
• Castel Grumello, Montagna (SO)
• Castello della Manta, Manta (CN)
• Castello di Avio, Sabbionara d’Avio (TN)
• Castello di Masino, Caravino (TO)
• Edicola liberty, Mantova
• Giardino della Kolymbetra, Agrigento
• Giardino Pantesco Donnafugata, Pantelleria (TP)
• Maso Fratton – Valaia, Spormaggiore (TN)
• Monastero di Torba, Gornate Olona (VA)
• Mulino di Baresi, Roncobello (BG)
• Negozio Olivetti, paizza San Marco (VE)
• Parco Villa Gregoriana, Tivoli (RM)
• Teatrino di Vetriano, Vetriano di Pescaglia (LU)
• Torre di Punta Pagana, Rapallo (GE)
• Torre di Velate, Varese
• Villa dei Vescovi, Luvigliano di Torreglia (PD)
• Villa del Balbianello, Lenno (CO)
• Villa Della Porta Bozzolo, Casalzuigno (VA)
• Villa Panza, Varese
• Villa Necchi Campiglio, Milano
4

5. THE “I LUOGHI DEL CUORE” PROJECT
“I Luoghi del Cuore – Places I Love” is a biannual census which FAI
launched for the first time in 2003. It is one of the most important
campaigns of FAI. It asks citizens to indicate the places that are
particularly close to their hearts, and that they wish to see preserved and
protected for future generations.
5

6. WHAT HAS BEEN DONE
The first edition of the census back in 2003
received 24,200 votes.
During the years it saw an exponential
increase in responses reaching the result of
500.000 votes
in the 2010 edition
This is a testimony of how the Italians’
consideration and care for Italy’s enormous
historical and environmental heritage is
growing every day
6

7. THE SUCCESS OF THE 2010 CENSUS
500.000
464.649
450.000
400.000
350.000
300.000
250.000
200.000
150.000
120.960
92.468 115.138
100.000
50.000
24.200
-
2003 2004 2006 2008 2010
Source: FAI IT Department
7

8. WHAT HAS BEEN DONE (cont.)
At the end of the 6-months census, FAI:
• approaches relevant local and national institutions (city and regional
governments, superintendencies, etc) to make them aware of the public’s
profound interest in Italy’s treasures
• acts as an intermediary enquiring if they may provide the resources
necessary to preserve these sites.
• in certain cases, thanks to the help of the Intesa Sanpaolo bank, our
partner in this project, FAI restores directly some of the top voted places.
A few examples…
8

9. THE 1st EDITION: 2003 – THE MILL OF BARESI
Before restoration After restoration
The Mill of Baresi in Roncobello near Bergamo won the 2nd place in the census with 1.299 votes. It
has been acquired by FAI, restored thanks to the contribution of the Intesa Sanpaolo Bank and
opened to the public.
9

10. THE 3rd EDITION: 2006 – THE BLUE LAKE
The Lake in 2006 The lake after FAI’s intervention
For the safeguard of the Blue Lake in the Central Alps (3rd place with 9.072 voti) FAI funded a
project for the geological analysis of the lake (carried on by the Università degli Studi in Milan).
The analysis revealed the uselessness of making an artificial drain. Water flowed in again
naturally and now the lake is back to its original status.
10

11. THE 5th EDITION: 2010
THE HERMITAGE OF THE SANTA MARIA DI PULSANO ABBEY
The hermitage of the Santa Maria di Pulsano Abbey in Puglia won the first place in the 2010
census with 34.118 votes. Together with the Province of Foggia, FAI is participating in the
restoration of a green pathway which will make the hermitage partly accessible to the general
public .
11

12. THE 5th EDITION: 2010
THE HERMITAGE OF THE SANTA MARIA DI PULSANO ABBEY
12

13. THE 2012 CENSUS
“ITALIAN PLACES I LOVE” :
I Luoghi del Cuore becomes international
With more than a thousand years of history, our nation has left an
indelible mark on Western Civilization. Italy’s rich cultural patrimony,
composed of artwork and landscapes which are admired and studied
throughout the world, may in a sense be considered a “second
homeland.” A place where any citizen of the world, regardless of his or
her nationality, may feel at home and discover common roots.
That’s why we decided to ask everybody all over the world to vote
the Italian place they keep in their heart.
13

14. THE CAMPAIGN CONCEPT
Italy: a world treasure.
• Italy has been blessed with the most extraordinary artistic
patrimony in the world.
• Our nation contains the largest number of UNESCO world
heritage sites and one of the most beautiful and varied natural
landscapes in the world.
• We have a responsibility to rescue and preserve this
patrimony, and to ensure that Italy remains a world treasure.
Whether you are Italian, American, Russian, Ethiopian, or Indian….
VOTE for the place in Italy you treasure most.
Together, we will protect it.
14

15. THE CREATIVITY
We developed a campaign declined on all media:
Spot tv
Spot radio
Print Ads
Website
PR
15

16. THE TV CAMPAIGN
16

17. PRINT ADS
17

18. WEBSITE
18

19. HOW TO VOTE
• The main channel to vote is our website
www.iluoghidelcuore.it
• Through all main Social Networks
• On post cards – to be send to FAI -
available in Italy only, distributed all over
the country through our volunteers.
19

20. THE INTERNATIONAL PARTNERS
Our International Partners:
-Europa Nostra
-Italians of London (UK)
-Accademia Apulia UK (UK)
-Sons of Italy (USA)
-Italian Department University of Yale (USA)
-Corriere Canadese (CA)
-Irlanda Italiana (IRL)
-Società Dante Alighieri (IT)
-Italian Foreign Ministry (IT)
-Italian Culture Ministry (IT)
-Italian Chamber of Commerce in China (CN)
-Italian Chamber of Commerce in Mexico (MX)
-….and many more!!!
20

21. JUST VOTE YOUR
ITALIAN PLACE TO LOVE !
Thanks.
The census was launched on May 23rd The Italian place I love is
and will be held until October 31st. Masino Castle, Caravino, Turin
(Flora, 2012)
21