In Italy there are many ONGs (non-governmental organisations), but unfortunately a lot of these are in bad conditions as a result of operating costs and few donations. Leroy Merlin’s brief was to enhance free DIY lessons, sharing its brand belief that improving your home means improving your life, and doing so inside all Italian stores in order to increase their involvement and participation. The idea was very simple: move free DIY lessons from the stores to the organisations most in need, giving the lesson a double value. And for the first time, turning clients into volunteers.
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