It all started with Roberta, a colleague in Rome, who suggested the Association request air time from the RAI under the "RAI for Society" program, that allows free air time for social issues.

Then with determination and enthusiasm, Roberta contacted Terence Hill, who was busy filming Don Matteo III at the time, and asked if he was available to film an ad for the A.IT.A.

Terence was immediately interested and said he was available, so within a few weeks, thanks to the director and crew of Don Matteo, the ad was filmed on a Sunday morning, in Gubbio of course, and for free.