Networked activism e reframing di una campagna pubblica. Strategie comunicative e partecipazione politica nella contestazione al Fertility Day
The public communication campaign about «Fertility Day», promoted by the Italian Ministry of Health in August 2016, aimed at raising citizens’ awareness on the issue of couple fer- tility. Ministry intended to involve the audiences connected via social media with informal and irreverent viral images and claims oriented to preserve fertility. Nevertheless, unexpect- edly, the messages themselves turned into the target of an extensive and articulated pro- test.