LaboRAEE. Helping prisoners reclaim a better future.

Creative idea

LABORAEE is a public-private initiative designed to reduce recidivism through professional reintegration. Inside Milan’s Bollate prison, inmates are employed and trained in AI-driven robotic recycling—gaining certified technical skills in a fast-growing sector. At the same time, the facility helps Italy recover critical raw materials from e-waste, contributing to EU circular economy targets. Created by AMSA, the Lombardy Region and the City of Milan, LABORAEE merges social inclusion with environmental innovation, proving that no resource—human or material—should be wasted.

Brand name: AMSA - A2A Group
Advertiser / client: -
Product / service: LaboRAEE project
Campaign name: Serviceplan italia
Agency network: SERVICEPLAN
Agency: Serviceplan Italia, Milan
Additional company: Serviceplan
Production company: Make Srl
Web address: https://www.amsa.it/it/media/comunicati-stampa/recupero-raee-a2a-linea-robotica-carcere-bollate
Agency chief executive officer: Stefania Siani
Chief creative officer: Stefania Siani
Executive creative director: Giuliana Guizzi
Art director: Alex Fattore
Copywriter: Giuliana Guizzi
Agency producer: Luca Panosetti
Post production: Make Srl
Post production producer: Andrea Buratto