A long-term campaign that promotes sustainable mobility and responsible forestation through one of Italy’s most ambitious cycling routes: the Ciclovia dell’Appennino, a 3,100 km route crossing 14 regions, 26 protected areas, and over 300 municipalities from Liguria to Sicily. The project combined infrastructure, digital innovation, public engagement, and environmental education, building a unique narrative around cycling, sustainability, and the future of the Italian landscape.

The initiative began in 2021 with the installation of 44 bike repair and charging stations along the Ciclovia, enhancing Italy’s cycling infrastructure. Partnering with Legambiente and ViviAppennino, and backed by national ministries, the project supported both e-bikes and traditional bicycles. In 2022, the CicloAPPennino mobile app was launched, mapping over 300 cultural, natural, and culinary points of interest to enrich the cyclist experience and promote local heritage.

In 2023, the campaign expanded with CicloAppennina, Italy’s first “green collective bike ride,” held in L’Aquila. It linked cycling with tree planting, offering scenic routes through three national parks. The ride’s message, “The more you cycle, the more trees we plant”, marked the transition to the next phase of the campaign: Boschi per il futuro (“Forests for the Future”), a new phase focused on creating seed-producing forests using native, climate-resilient species, in collaboration with scientific institutions.

Silverback managed every aspect of the event on behalf of Misura, one of Italy’s leading healthy food brands, committed to new sustainability initiatives and their communication.