Humanitas hospitals showed their passion and dedication to treating patients by fighting on the front lines every day. Together with them we produced Behind the Mask, the video/photo reportage which told the story of the commitment of the hospitals against COVID-19, with which the hospital wanted to pay tribute to all the staff involved in caring for patients in the hospitals in Rozzano, Bergamo, Milan, Turin and Castellanza on Labour Day. To accompany the exciting reportage a widespread communication campaign was also implemented involving Humanitas social media channels generating more than 200,000 organic video views. That’s not all: the reportage was picked up by leading Italian news websites such as ANSA, NY Times, Corriere.tv and il Sole 24 Ore, and was shown on several Italian news programmes such as Sky TG24, TG2, TGR and TG La7.