December 1, 2025

To mark November 14, World Diabetes Day, celebrated worldwide, Movi chose to shed light on type 1 diabetes in a way that breaks with tradition, transforming the city of Milan into a space for dialogue and active listening. This is how the campaign “Type 1 Diabetes Is an Invisible Passenger” was born, an initiative designed to raise awareness of a chronic condition that affects thousands of people every day, yet often remains invisible to others.

At the heart of the campaign was a fully branded tram that traveled through the streets of Milan—the city where Movi has its roots and operational hub—throughout the month of November. A true moving billboard, capable of capturing people’s attention in their daily lives and transforming a familiar mode of transport into a powerful symbol of shared journeys. Just as a tram accompanies people on their journeys, type 1 diabetes “silently” accompanies those who live with it every day: a presence often not immediately visible to others, but one that requires constant attention, energy, and care. The tram thus becomes a tangible symbol of an important message: encouraging people to look beyond what is unseen and better understand a reality that affects 1 in 200 people in Italy alone.

The visual design adorning the tram is built around the concept of invisibility: stylized silhouettes, urban textures, and a color palette that combines Movi’s corporate green with blue, the color symbolizing diabetes. The result is a clear and immediate message, capable of sparking empathy and curiosity, inviting citizens to “hop on board” and learn more about the topic on the dedicated landing page.

Alongside the external initiative, Movi also sought to actively engage its internal community, transforming World Diabetes Day into a moment of sharing and participation. For the occasion, an installation featuring a replica of the tram was set up inside the Group’s Milan offices: a symbolic and immersive space, brought to life by colleagues from the Biosystem Business Unit, who were on hand to explain the project, answer questions, and foster dialogue.

The morning was further enriched by the distribution of themed giveaways and a breakfast shared among colleagues: small gestures designed to strengthen the sense of belonging and reaffirm Movi’s shared commitment to promoting knowledge and awareness about type 1 diabetes, starting with the very people who contribute to the company’s mission every day.

“Type 1 diabetes is an invisible companion: you can’t see it, but it profoundly affects the lives of those who live with it and those who support them every day. With this campaign, we want to make it visible, to foster empathy, awareness, and support. Movi has always been committed to working alongside healthcare professionals, people with diabetes, and their families, with the goal of simplifying, supporting, and improving their quality of life,” explains Enrico Ceribelli, Director of the Biosystem Business Unit at Movi SpA.