On 14 August 2018, Genoa experienced a torrential rainstorm. At its height, the massive Morandi Bridge collapsed. Some 30 cars and three trucks plummeted to the ground. Forty-three people were killed and 16 injured. The entire Val Polcevera area under the bridge was evacuated, displacing nearly 4,000 residents. Months of disruption followed, since the bridge was on a major route both across the city and northern Italy, linking it with France and beyond.

The newly-constituted MSC Foundation moved quickly to identify how it could act most effectively to support Genoa’s rebuilding and regeneration efforts, sensitive both to the impact of the disaster and to the MSC Group’s longstanding links with the city, home to a number of its key companies and a principal port for both MSC Cargo and MSC Cruises.

The result was the Foundation’s very first initiative, “Ballata per Genova” (Ballad for Genoa), a high-profile fundraising concert held in the centre of Genoa ten months later to promote the city as a tourist destination, showcasing its achievements and celebrating its people and creative spirit both on stage and live on Italian radio and the flagship state TV channel RAI 1. 

Organised in partnership with Genoa City Council and Liguria Regional Council, the event featured 5 famous presenters, 15 of Italy’s best-known performers and a 20-piece orchestra. 

“This is the first project promoted by the newly-established MSC Foundation,” explained Executive Director Daniela Picco. “We are proud that it is dedicated to Genoa, a city that is particularly close to the MSC Group’s heart as the port from which it first began operations almost 50 years ago, and which is still the Group’s number one in the world for cruise traffic today and among its top European ports in the freight sector. Ballata per Genova is thus a concrete expression of the Group's affection for the city as well as an act of solidarity, supporting it in this hour of need.” 

Held in two of Genoa’s main squares, the public concert attracted a sell-out audience, including 14,000 Genoese citizens who in just a matter of hours snapped up the free tickets offered as a gift to the city, while over 3.16 million broadcast viewers followed the concert live, gaining it 1st place share of Italian TV.

Giovanni Toti, Presidente Regione Liguria, Daniela Picco, Executive Director of MSC Foundation, Antonella Clerici, TV presenter, Marco Bucci, Mayor of Genoa, Lucio Presta, Arcobaleno TRE, President, Gabriella Schiavo, RAI, Project director, Sergio Rubino, Arcobaleno Tre, Project manager

The fundraising campaign that accompanied the concert, “Anch’io per Genova” (I’m for Genoa too), raised €500,000 through its dedicated website and text-to-donate number to fund an innovative MSC Foundation project to accelerate Genoa’s recovery in partnership with the non-profit children’s organisation Helpcode. The initiative, a community park called “Il Parco del Mare” (The Sea Park), aims to regenerate a 5,000 square metre area under the bridge by the end of 2020, bringing it unique eco-friendly amenities designed for families with a focus on the sea and environmental protection.

Bringing people across Italy and worldwide together for Genoa, the joint initiatives were a timely tribute to the city’s timeless status as an international hub and creative centre, while also firmly establishing the MSC Foundation’s commitment and ability to make a difference.

You can read the press release here.