ROOKIE is the awareness campaign devised by De-LAB to promote intergenerational equity and the value of age diversity in the workplace. Launched in 2025, the project took the form of a series of events held at leading universities in northern Italy, including – in 2025 – the Politecnico di Milano, the Università Statale di Milano, the University of Padua, the School of Design at the Politecnico di Milano and the University of Verona.

The value of the initiative lies in the collaboration between public and private partners who, by contributing different skills and perspectives, have enriched and shaped every stage of the tour and every interaction with the young people.

As part of the programme, the campaign includes a practical workshop incorporating gamification: a session for dialogue (and discussion) in which companies and students jointly analyse the challenges associated with intergenerational coexistence, transforming them into opportunities for growth and inclusion for the entire workplace ecosystem.