The Area C project, the new congestion charge replacing the Ecopass system, is due to take effect in Milan in the next few days.

The changeover is a difficult and ambitious operation, preceded by a launch phase with a mixture of good ideas and doubtful proposals. Amapola senior partner Sergio Vazzoler has analysed the media campaign developed by Milan City Council, to assess the arguments for and against the communication strategies used for the campaign and their social impact. His article is available on