According to the Butterfly Effect, the flap of a butterfly’s wings in Brazil sets off a tornado in Texas. Which means that a small change at one place in a complex system can have large effects elsewhere. Be the Effect, I project I created in 2015, had the aim to engage people, combine work and social responsibility and creates a high-quality product that is not a mere commercial piece, but is genuinely sustained by a proposition that goes beyond simple aesthetics. Be the Butterfly Effect means to be the protagonists of a change. The profits have been donated to the Karma for Cara Foundation and to the Fondazione de Marchi ONLUS Milano.