|THE VOICE OF VOICES
|B08. Use of Digital Platforms
McCANN MILAN, ITALY
McCANN MILAN, ITALY
REPRISE MEDIA Milan, ITALY
THINK CATTLEYA Milan, ITALY
SDM INTERACTIVE PASSION Milan, ITALY
NOHUP Milan, ITALY
MRM/McCANN Milan, ITALY
|Chief Creative Officer
|Creative Director - Art Director
|Creative Director - Copywriter
|Head of Production
Why is this work relevant for Media?
Because it managed to place ALS at the heart of conversation in Italy, where the country's main media and a countless number of celebrities collaborated, echoing the issue and inviting the audience to download the app in a very successful way.
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.
Describe the creative idea/insights
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 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.
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.
List the results
An audio file with more than 3000 different words.More than 500.000 total views in the first week without any media investment. More than 100 million organic impressions.75
million euros earned media. Free National coverage in all media. TV, Radio, and online press.
Ranked the most downloaded app in ltaly.