The 1st FIRA Gala: a high-impact cultural and fundraising event.

The Gala reimagines the traditional charity event by replacing the standard fundraising dinner with an enriching cultural journey divided into several distinct moments, each with its own emotional and narrative significance.

A welcome cocktail in the atmospheric 15th-century cloister of the museum, offering guests a warm and elegant space in which to network and socialise informally.

Exclusive guided tours of two fascinating areas:

• the Leonardo da Vinci Galleries, showcasing extraordinary models and inventions by the Renaissance genius;
• the new ‘InScena’ exhibition, dedicated to the backstage techniques of the Teatro alla Scala opera house, offering guests a deep dive into the world of the performing arts.

An emotional musical interlude was provided by the talented young violinist Anita Baldissin, a student at Milan’s Conservatory, who captivated the audience with a programme of expressive classical pieces.

The evening’s highlight was a live ballet performance by FIRA ambassadors Nicoletta Manni and Timofej Andrijashenko, étoile and principal dancer at Teatro alla Scala. Their moving choreography was staged in the prestigious Salone delle Colonne, with guests seated just a few steps away for an unusually intimate and intense experience. The performance embodied the event’s mission of celebrating strength, grace and freedom of movement.

A charity art auction featuring over 30 works donated by contemporary artists (paintings, sculptures and photographs). Two particularly meaningful lots included a commemorative medal of Carla Fracci, the famous étoile former ambassador of FIRA, and the ballet shoes worn by the dancers during a recent show.

All of this came together in a sophisticated setting, carefully designed to reflect FIRA’s values and provide guests with an enjoyable and meaningful experience.

Integrated communication

AIM Group developed and delivered a comprehensive, results-driven communication plan.

• A multi-platform social media strategy designed to build anticipation before the event, drive online engagement, boost event registration and amplify momentum during and after the gala.
• A targeted press and media relations campaign which secured over 50 media placements across national TV, online and print publications, significantly increasing FIRA’s public profile.
• Strategic advertising campaigns aimed at audiences interested in science, culture, and social causes, which boosted donations and awareness of the initiative.

The success of the gala was also due to the solid network of sponsors and institutional partners involved, many of whom were long-standing collaborators of FIRA and AIM Group. These relationships were further strengthened by this high-profile occasion.

Key supporters included Boehringer Ingelheim Italy, CSL Vifor Italy, and Esaote, as well as cultural and academic institutions such as the Bracco Foundation, the Verdi Conservatory, Spazio BIG Santa Marta, CharityStars, and the Leonardo da Vinci National Museum of Science and Technology.

This was a legacy event that produced tangible results.

Thanks to a combination of donations, sponsorships and auction proceeds, the gala successfully reached its fundraising target. The outcome is the imminent launch of the inaugural ‘Carla Fracci’ Research Grant, which will support young scientists researching rheumatic diseases that predominantly affect women.

This project is a shining example of AIM Group’s ability to understand clients’ needs, work in close partnership with them to devise original and effective solutions, and transform ideas into meaningful, high-value events. By combining strategic vision, refined production and authentic storytelling, AIM Group generates awareness, engagement and concrete outcomes.

The Principal Dancers of La Scala are the new Ambassadors of FIRA Onlus. The communication campaign is by Gas Communication