Lugagnano’s GrandeMela Launches Causa Affetto to Educate Gen Z

La GrandeMela Shoppingland in Lugagnano di Sona (VR) is launching “Causa Affetto,” a new initiative aimed at emotional education for Gen Z, involving 15 Italian shopping malls. The project is promoted by Cushman & Wakefield and created by Orange Media Group, and will turn young people’s questions and stories about love, sexuality, and relationships into an eight-episode vodcast hosted by Giulia Boverio, scheduled to begin in summer 2026.

The initiative is built in two phases. First, visitors will be invited—via QR codes displayed in La GrandeMela’s galleries—to share reflections and doubts through the landing page causaaffetto.it; the collected testimonies will then form the basis for the vodcast, distributed on Spotify and YouTube. Each episode will feature different guests, including psychologists, sexologists, writers, activists, journalists, comedians, priests, economists, and content creators, covering topics such as consent, first experiences, pleasure and body awareness, gender stereotypes, protection, the line between love and friendship, gender-based violence, and the role of words in healing.

While national in scope, the campaign keeps a local focus through La GrandeMela branding and geolocated digital outreach to Verona and Veneto. In addition to La GrandeMela, the program will run across 14 other malls in Lombardy, Veneto, Liguria, Emilia-Romagna, Marche, Abruzzo, Campania, and Sardinia.
Italian Version