L'agenda mediale del #FertilityDay. Tra narrazioni istituzionali, mediazioni giornalistiche e contronarrazioni sociali

Within the wide scenario of national and international advertising, over the campaign also highlight the power of the Net in the development of a viral counter-campaign (Fertility Fake), able to transfer the protest from social media to physical squares, performing a parallel and incisive function of counter-agenda. last decades, the topic of aging has been gaining a significant representation in the field of public service advertising, even though it has also often run the risk of epic fail due to the gap between the complex nature of the issue and its related storytelling. Based on these premises, the chapter focuses on the meaningful case study of the Fertility Day institutional campaign, carried out in 2016 by the Italian Ministry of Health with the aim of performing a task of “agenda” in order to raise people’s awareness on the relevant issue of fertility. Investigated through the lens of the agenda setting theory, the Fertility Day campaign stands out an epic fail not only in terms of communication strategy, but above all from a social point of view. Indeed, it undermines the trusting relationships between Institutions and citizens, with reference to both the content of the message (the believing about dimension) and its respective author (believing in), negatively affecting the specific institutional trust people lay on Institutions, as well as systemic trust, taken as a whole. What is more, the heated reactions provoked by the institutional