What are you doing?
What are you doing?
Lavazza and the 17
Sustainable Development Goals
In order to spread awareness on the Sustainable Development Goals (SDGs), Lavazza and the City of Turin promoted the TOward2030 What are you doing?, an urban art project that tackled the issue of sustainability by transforming the entire city, from the centre to the suburbs, to shed light on the United Nations’ 17 + 1 Goals, through the universal language of street art.
In order for the Agenda to be fulfilled, contribution is necessary from as many people as possible.
This fact was the spark that led to the idea of adding another goal: Goal 0, raising awareness. The aim of this goal is to spread the culture of sustainability, in accordance with Lavazza’s vision. Just like the other goals, Goal 0 also has a wall dedicated to it, thanks to the work of artist Ernest Zacharevic.
In 2017, Lavazza decided to embrace the challenge issued by the United Nations, to pursue the 17 Global Goals for sustainable development.
In addition to carrying out an in-depth analysis of its own impact on the various Goals, Lavazza also wanted to set up a programme to engage its stakeholders. The result was the "Goal Zero" project, which was carried out throughout 2018.
Sustainability affects everybody, and strength lies in unity. For this reason, Lavazza has set itself the ambitious target of making people feel that they are at the centre of this challenge, bringing them as close as possible to the issues raised by the 17 Goals.
The 17 + 1 goals and the artists chosen
Each goal has been illustrated by prominent street artists.
Discover how each of them has visualised Lavazza’s journey towards 2030.
Lungo Po Antonelli, 115
Via Egidi / Piazza Cesare Augusto, 7
Via Berthollet, 6
Viale Ottavio Mai
Corso Belgio, 79
Viale Virgilio / Botanic Garden
Corso Moncalieri, 47
Via Giulia di Barolo, 3
Via Nizza, 199
Via Plana, 10
Lungo Dora Siena, 58
Via Mantova, 29
Via Parma, 24
Corso Regina Margherita, 140
Corso Palermo, 40
Corso Moncalieri, 61
Corso Giulio Cesare, 20
Are you in Turin?
Check out all the works in person.
Discover where all the art installations are located here. Remember to keep your mobile phone at hand: once you find each installation, you can discover plenty of additional information to complete your experience.
Urban art for sustainable development.
Discover the goals and activities of Agenda 2030, in an exclusive volume packed with images and other content, available in bookshops from October 2019.