MY VOICE

ClientFONDAZIONE SERENA ONLUS, CENTRO CLINICO NEMO
Category C01. Mobile Apps
TitleMY VOICE
Product/ServiceMY VOICE APP
Entrant McCANN WORLDGROUP Milan, ITALY
Idea Creation McCANN WORLDGROUP Milan, ITALY
Media Placement McCANN WORLDGROUP Milan, ITALY
PR McCANN WORLDGROUP Milan, ITALY
Production McCANN WORLDGROUP Milan, ITALY
Credits
Name Company Position
Alessandro Sabini McCann Worldgroup Italy Chief Creative Officer
Sherry Eoin McCann Worldgroup Italy Art Director
Curro Piqueras McCann Worldgroup Italy Copywriter
Gaston Guetmonovitch McCann Worldgroup Italy Creative Director
Paolo Boccardi MRM//McCann Creative Director
Giorgia Raffaelli MRM//McCann Digital Art Director
Helena Pinillos McCann Worldgroup Italy Graphic Designer
Sherry Eoin McCann Worldgroup Italy Art Director
Gaetano Del Pizzo McCann Worldgroup Italy Creative Director
Michele Virgilio McCann Worldgroup Italy Head of Production
Paolo Gatti h film Producer
Cterina Sacchi h film Producer
Mauro Mancini h film Director
Joana Skiavini Joana Skiavini Director
Josè Bagnarelli Eccetera Chief Executive Officer
Mauro Fazzini Eccetera Sound Engineer

The Campaign

The first message banking mobile platform for ALS patients. “My voice”: A solution to speak with your own voice, for when A.L.S. is taking away everything else. An app where Early-diagnosed patients will be able to record the things they would like to say forever with their own voice. They can name their files and categorize with colours to give an emotional sense. The app saves it on a cloud for the future. And if the day comes, the app can be installed in their communication devices so they will be able to use the audios with their own voice.

Creative Execution

We launched a video where we showed the corage of Alberto Spada, an ALS patient that new he might loose his voice. He decides to write down and record on a studio all the messages he would like to say for ever with his own voice, so his voice is saved for the future. Once you see his courage we present the app that allows everyone else in the same situation do the same. And we explain that the app can be intalled in the communication device in the future. So it really is an alternative way of communicating, by using your own voice.

In the first 48 Hour the video viralized naturally 160 K views. More than 80% organic reach media. Early diagnosed patients in Italy have already their own user account in the app, and are now saving their messages on their private cloud.

This project had 2 objectives. The app was helping early diagnosed patients allreaddy, but it was also giving voice to a bigger problem, so people could donate to the association. We decided to use the power of social media relevence to generate a conversation around the problem and the solution. And finaly a web site could help people colaborate in many different ways. Downloading the app was also collaborating.