Corporate culture and culture of respect: ASA and Women For Freedom for a new impact model

They are united by a strong sense of belonging to the local area, the desire to play an active role in promoting inclusiveness, by enhancing diversity as a force for change, a commitment to raising awareness against all forms of violence and by the desire to contribute to disseminating a culture of respect. It was written in their destiny that ASA and Women For Freedom were destined to cross paths. The opportunity that brought the two organisations together and to share their goals arose from a fortunate intersection of visions. Sara Memo, Project Manager of Women For Freedom, a Bassano-based association founded in 2014 with the goal of “creating a new style of effective and efficient humanitarian action to offer protection, assistance, and rehabilitation to women and children victims of sexual exploitation, human trafficking, violence, and poverty in Italy and around the world” explains this story. 

What sets it apart are not only the people who inspired the idea, but also the spirit and method underlying the projects it implements.

Women For Freedom is a nonprofit organisation that, however, follows the profit-making “model”.

It sounds like a play on words, but it's true. First and foremost, the association was born from the desire of a group of friends to work concretely to change things, starting from an inclusive vision that makes gender balance one of its pillars. Starting with its founders, all of whom have backgrounds in cooperation and volunteer work in various countries around the world. Their professional expertise combined with their sensitivity have led to creating an organisation that, while not having financial profit as its ultimate goal, is structured with a business organisational model and logic. 

Although you have been pioneers in this direction, this modus operandi is becoming increasingly widespread in other third sector organisations as well.

For years now, the term "fourth sector" has been used to describe a hybrid space between the second sector, which includes companies, and the third sector, which includes organisations like ours. This sort of "middle ground" arises from the evolution of recent years, during which companies have begun to play an increasingly active role in the community. To respond to this change, the third sector has also realised it must shed its skin, adopting a second sector-specific organisation. 

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Sara Memo - Women For Freedom

In the specific case of Women For Freedom, how is this codified?

Given Women For Freedom's corporate heritage, it has always worked with companies to make them development partners. We are aware that today companies are not just places where production occurs, but also effective contexts for generating change, as they have a very broad target audience. I'm thinking not only of their internal population, but also of the external human network composed of employees' families, suppliers, and the entire universe that gravitates around them.

How do companies respond to this proposal for a cross-fertilisation of values?

Companies in the Vicenza area are proving to be very receptive to this approach; it's no coincidence that this province is among the first in Italy in terms of the number of benefit companies. For us, the widespread culture of solidarity provides the breeding ground for projects and initiatives.
 

The initiatives you propose to companies don't simply arise from pre-established formats, but are often the fruit of jointly developed projects...

We start from the assumption that, in 90% of cases, interactions with companies have a philanthropic spirit, expressed by participating in some of our campaigns, such as the Christmas one, or through donations. However, the situation is different when companies become our partners.  Within this framework, we work together to develop targeted projects that reflect the real needs of our stakeholders based on their context and their historical moment. A step-by-step approach aimed at creating continuity.

The first step?

It's inter-organisational. Together with the company, we design specific initiatives, such as awareness-raising seminars or immersive experiences that draw their main inspiration from art.  

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Liberamenti 2025 - Festical Women for Freedom

Every two years, the association organises the Liberamenti Festival, which, among other initiatives, hosts an exhibition showcasing various figurative arts. At the end of the event, these works become part of our cultural heritage, and we lend them to companies, upon request, for display. A "different" way to raise awareness of the values we hold dear, and an opportunity for those who choose this path to celebrate moments in corporate life in an impactful and inspiring manner.

Creating culture, generating new visions, and stimulating "different" thoughts with the aim of fostering a new way of creating awareness and developing healthy relationships in a community: if these are part of your goals, what kind of partner have you found in ASA?

A very receptive partner, willing to take the lead in defining an inspiring path for all its personnel. At ASA, I not only found a very comfortable environment, a welcoming and calm atmosphere, but also a deeply respectful one. The intervention we will be carrying out has been proposed to employees, who will be free to choose whether to participate. A clear sign of attention towards respect for everyone's freedom. 

From premise to implementation, it's a short step: what will happen at ASA?

On the 5th of November, an intervention will take shape within the company, part of a process the company began voluntarily last year.  Ours will therefore be another step in an awareness-raising effort that has a past but is projected into the future. Company employees will be invited to participate in a sharing session focused on topics such as gender-based violence, the various forms of violence, the context in which these arise, and the everyday microaggressions that are often committed without even realising it. As a corollary, we will also provide some data, always useful for understanding the "weight" of this patriarchal culture, which can then lead to dangerous consequences. Finally, we will also provide simple tools for change, using playful and engaging solutions. 

Why would you suggest ASA personnel should participate in the meeting?

We are living in a dark moment in history where violence, hatred, and negativity are so common that they are perceived as inevitable. Breaking this cycle is possible, but everyone can and must do their part by understanding that change is the result of consistent personal actions. Even small ones, but attentive and respectful of others.  ASA and its employees can therefore be triggers of this process: by deploying their energy and commitment, they can be a bridge to a future that speaks another language.

The collaboration between ASA and Women For Freedom also includes a second step...

That’s true! On the afternoon of 4th December, ASA will offer its employees the chance to leave the office during working hours to visit the exhibition organised during the Liberamenti Festival in Bassano. The 2025 theme will be Freedom, expressed as "Freedom from..." and "Freedom to..." through various art forms, both by events and performances and by exhibitions and installations. In addition to local artists and associations, nationally important guests will also be invited.

So much for today. But if “continuity” is the goal of the partnership between the two organisations, how do you imagine this mutual cross-fertilisation can continue?

I would like the thoughts on gender equality/balance to be extended to other areas within the company as well — by translating the methodologies acquired — to make the company increasingly inclusive and a promoter of human capital.  This is a deeply felt topic, and we are committed to providing tools that not only allow a valuable coexistence, but also the simultaneous growth of colleagues with different backgrounds, cultures, and religions. The person who is “different” from me is not an enemy, but an element of enrichment.

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