Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
Describe the target audience and why your work is relevant to them.
Pharma audience types:
There are more than 25.000 NGOs in ltaly. This fact makes fundraising a hard task especially when the beneficiary is a minor group (besides the 1000 new ALS cases that are diagnosed every year in the country). We needed to come out with an idea that made people aware of the problem, to start a conversation so they would eventually make a donation out of their own free will.
Why is this work relevant for Branded Content & Entertainment?
Beacause it managed, throughout a simple but immersive mechanic, to increase brand affinity and awareness about the ASL. At the same time, its success in commercial terms was unique in Italian NGO's history.
Describe the creative idea
We launched "Voice of Voices", a nationwide project which asked tor a word from every ltalian to fulfill the ambitious task of completing the dictionary. lt was a very symbolic gesture, as losing the voice is one of the CONSEQUENECES symptoms a patient of ALS suffers from. But it was very useful too, as to donate a word they had to download the 2€ app previously.
Describe the execution
The campaign was published throughout a social experiment, an online video hosted by Youtube and Nemo's Facebook. Where showed in it the importance of a single word, and we eventually invited the audience to download the app. At the same time,we launched a website which was the core of the project, as itcontained ali the words that were being donated, so you could not only listen to the one you had donated, but also to perceive how the universe of words was evolving.
Describe the strategy
lnstead of just asking people tor money, we tound a more appealing solution: to ask them tor their voice. We wanted to mobilize the whole country, in arder to do that, we needed to make them ali feel useful. So we made them conscious that every word counted, no matter age or sex. We awaked it in them the wish to participate, to be part of something bigger.