BMW Italia highlights inclusion with ‘Cambiamo Prospettiva’

To mark World Pasta Day on 25 October, BMW Group Italia is launching “Cambiamo Prospettiva”, a new video project dedicated to social inclusion, the first instalment in a narrative series linked to SpecialMente, the corporate social responsibility programme that has been running for over thirteen years.

The film, available on the group’s digital channels, tells the story of the Tortellante in Modena, a training and therapeutic workshop that helps young people develop independence and skills through the artisanal production of fresh pasta.

Pierfrancesco Favino, BMW Italia’s Brand Voice, leads the narrative as he steps into the workshop to discover how an activity rooted in tradition can become an opportunity for growth and participation. The video also features chef Massimo Bottura, who has long been associated with the charity and is a supporter of the project. The central message of the initiative is that inclusion does not mean asking people to adapt to existing rules, but rather creating environments capable of meeting everyone’s needs, whilst recognising individual abilities and potential.

“Let’s Change Our Perspective” thus marks the start of an initiative that will also raise the profile of other organisations supported by SpecialMente, highlighting the contribution made by associations, businesses and communities to building a more accessible society.

The project also includes behind-the-scenes footage featuring interviews with Favino, Bottura, Erika Coppelli (founder of Tortellante), Roberto Olivi (Head of Communications and Institutional Relations at BMW Italia), as well as tutors, volunteers and young people from the association.