Italia Viva's 'QVANDO C'ERA LEI' Campaign: Interview with Creator Benedetta Frucci

Italia Viva's political communication campaign 'QVANDO C'ERA LEI' has sparked widespread debate in Italy. The campaign, featuring billboards and social media content, targets Prime Minister Giorgia Meloni's government by highlighting its failures over the past four years, including youth emigration, poor GDP growth, rising public debt, and record tax pressure. The most controversial poster, displayed in major train stations, reads 'When she was here, trains arrived late,' using a font reminiscent of the Fascist era to ironically reference the old saying 'When he was here, trains arrived on time.' The advertising concessionaire Grandi Stazioni requested modifications, which Italia Viva denounced as censorship, amplifying the campaign's visibility. Benedetta Frucci, head of communication for Italia Viva and spokesperson for Matteo Renzi, explained that the campaign was conceived internally by her team, using AI tools for graphics and data analysis. The campaign builds on a previous one called 'Giorgia quanto ci costi' (Giorgia, how much do you cost), which focused on rising living costs. Frucci stated that the campaign aims to expose the contradiction between the right's promises of order and security and the reality of government failures.