Why poverty?

Of course, this blog is in English, but someone can explain why the Campaign on Poverty Eradication in Italy had to use that ‘poverty’ in English, rather than the more clear ‘povertà’ in old and rusty Italian?
‘Poverty’ labelling makes real poverty more fashionable? Less scaring, or make more appealing the plea for joining the fight against it?
The call to action is left in Italian, may be because nobody really expect that someone will pay attention.