The research conducted through one-on-one interviews, online questionnaires to AVIS members of the Treviso section, and online listening served us to understand the motivations of both those who donate and those who have stopped, the doubts and fears of those who do not donate, people's interests, and their relationship with AVIS. This information was invaluable in helping us define the language, channels, and topics to be used to intercept the interest of younger people.

We involved author and illustrator Lorenzo Badioli (a.k.a. Pupetti Tutti Matti), who created for AVIS the "Superdonors," three superheroes who treat donation lightly, dispelling false myths. The first donates because that way he gets his tests done without paying: for any self-respecting cheapskate, he is a superhero. The super donor learned that even if she drinks a few beers she can still donate, because it is not necessary to be a teetotaler, but to drink in moderation. The third donor is a superhero because he understood that no super power is needed to donate.

In 2024 we launched a second Superdonors campaign, again with Pupetti Tutti Matti. We kept the format and ironic tone of voice, creating three new characters based on some of the main reasons that drive young people away from giving. The goal of the videos is to tell stories that are close to people, particularly young people, both in language and intent, appealing to human and non-idealized feelings, to communicate that giving is a gesture that brings multiple benefits to everyone, both the recipient and the giver.

The first superdonor donates so he can take a day off with pay. The second superdonor is actually a supervolunteer: despite his fear of needles, he does not give up his support. Instead of donating, she devotes her time to volunteering during organized days.The last superdonor is tattooed, but this does not stop her from donating. In fact, she clarifies that it is possible to donate blood as early as four months after getting a tattoo, thus dispelling the myth that those with tattoos cannot be donors.

The first campaign had more than 4 million views and reached more than 700,000 people all over Italy, including 135,000 young people in the Province of Treviso.
The second campaign had more than 4.2 million views and reached more than 1 million people all over Italy, including all young people in the Province of Treviso.Directly from the social campaigns it was possible to book the fitness visit through a form: for the entire duration of both campaigns, every day consistently at least 1 young person answered YES to the "digital" call of AVIS Provinciale Treviso, booking the fitness visit for themselves and, in many cases, also for their partner, friends or relatives.