Citroen has taken the lead in promoting environmental awareness and sustainable mobility among the youth in Italy with its highly successful educational advertising campaign called Generation Ami. The second edition of this campaign, dubbed "Generation Ami - at the school of electric mobility," was a resounding success, involving over 25,000 students between the ages of 14 and 18 from secondary schools throughout Italy. With the campaign's high-value content and impact, it earned sponsorship from the current Ministry of the Environment and Energy Security, as well as the Ministry of Infrastructure and Transport. In May 2022, Citroen Italia was awarded the CEOforLIFE Awards 2022 for this excellent initiative.
In 2023, Citroen Italia is expanding the scope of the Generation Ami campaign, transforming it into "Generation Ami - electric mobility for sport" through the sponsorship of 20 sports clubs, including soccer, volleyball, basketball, judo, rugby, and tennis clubs. The new campaign will meet young athletes and promote environmental awareness and sustainable mobility. This expansion comes with the same ministerial patronages and the collaboration with the National Basketball League, which has over 10,000 registered athletes between the ages of 14 and 18.
Through this project, Citroen Italia aims to create a new generation of young people oriented towards environmental sustainability, clean energy, and civil coexistence. The project uses a two-fold approach to achieve its objectives: a digital educational kit and a tour educational.
The digital educational kit is composed of six educational sheets, exploring issues such as "united for a better future: UN 2030 agenda" and "SOS cities: pollution and air quality." These educational materials align with the Objectives of the 2030 Agenda for sustainable development, specifically Objective 7 Energy clean and accessible and Objective 11 Sustainable Cities and Communities. Citroen Italia has distributed this kit to all 1,075 class adherents.
The second mode of the project brings the young athletes and electric vehicles together. The educational tour is composed of 20 stops, with the first ten stops scheduled to take place within selected schools. Citroen Italia's speakers will conduct engaging classes to teach young people the secrets of electric mobility. Moreover, outside the schools' courtyards, students will have the opportunity to test drive Citroen Ami 100% electric vehicles provided by dealers in the area, with professional drivers' accompaniment.
In total, the test drives in the 2022 edition saw 2,195 young people between 14 and 19 years old, their teachers, and school principals involved in the program. This year's edition will feature 20 sports clubs from different sports disciplines, with the sponsorship covering the costs of delivering the project to the athletes. Over 11,500 athletes will receive the digital kit to learn more about electric urban mobility with zero emissions to benefit the environment, public health, and driving comfort. Upon completing the kit, students will receive a certificate to recognize their new-found knowledge and understanding of sustainable mobility.
Through Generation Ami, Citroen Italia is creating a future generation of electric mobility and environmental sustainability advocates. The brand's sponsorship of this educational initiative shows its commitment to ensuring a greener, cleaner, and more sustainable future.