by EH
In an effort to combat a rise in scams targeting vulnerable populations, the Italian coffee company illycaffè has partnered with the Carabinieri, Italy’s national gendarmerie, to launch a public awareness campaign in the northeastern city of Trieste and its surrounding province.
The initiative, which was announced on Tuesday, is designed to educate citizens on how to recognize and avoid common types of fraud. The campaign will run over the next several months in approximately 200 local cafés and establishments that serve illy coffee. Informational posters will be displayed in participating venues, and flyers with tips and emergency contact numbers will be distributed to customers alongside their receipts. The materials include a QR code linking to additional resources.
While scams are not new to the region, authorities say there has been a recent uptick in incidents that specifically target older adults and other at-risk groups. The campaign aims to reach residents where they already gather: in local coffee shops and cafés, many of which serve as informal hubs for social interaction, particularly among the elderly.
“This collaboration represents an integrated approach to public safety,” said officials from the Carabinieri, who emphasized the importance of working with private-sector partners to reach a broader audience. For illycaffè, headquartered in Trieste, the campaign also reflects a commitment to community engagement and social responsibility.
The project was formally presented in the conference hall of illycaffè’s headquarters, underscoring the symbolic value of the company’s local presence and its role as a trusted brand among residents.
Though unusual, the partnership has been described by organizers as a model for future cooperation between public institutions and the private sector in addressing local safety issues.
