Southern Italy has lost 730,000 people since 2001, and if nothing changes, it is expected to lose 8 million by 2080. Young graduates, creative energy, skills, and crucial services are all departing, putting the social and economic fabric at risk. The phenomenon occurs throughout the country, but is particularly noticeable in the South. The "Sud Vivo" campaign, which aims to prevent depopulation, will be launched in Naples on November 5th, in the presence of President Sergio Mattarella. The three-year plan proposed by the Fondazione con il Sud, which has identified demographic regeneration as a strategic priority, identifies four levers for change: "being born", which refers to the reconstruction of concrete services and opportunities; "staying", which is a free and sustainable life plan; "returning", which provides quality of life and opportunities for innovation; and "arriving", which encourages the arrival of new residents from other regions of Italy or abroad.