2017 – ongoing, Milan Municipality and other Municipalities

An initiative born in 2015 in collaboration with the Municipality of Milan and then exported to other Italian Municipalities such as Bologna, Lissone, Prato, Cremona, Sant’Agata Bolognese, San Giovanni Valdarno, Desio, Solaro, Maslianico.
The project is implemented without costs for the Administrations thanks to the collaboration of Private Partners.
Nursery products, diapers, creams, accessories, products and guidelines for new parents: a useful kit for the first days together.

An initiative to welcome all the girls and boys born and to give – without distinctions of income – a small but concrete contribution to every new parent residing in the participating Municipalities.

A few weeks after the birth of their children, the parents receive at home a letter from the Registry which contains, in addition to a warm welcome to the new arrivals, all the useful instructions to go and collect the comfortable backpack with all the products dedicated to them in the nearest Lloyds Pharmacy.