| Cannes Lions 2013 | ||
|---|---|---|
| Promo and Activation Lions | Product & Service; Charities | Bronze |
| Media Lions | Use of Media; Best Use of Social Media | Silver |
Type of entry: Use of Media
Category: Best Use of Social Media
Advertiser: COORDOWN ONLUS
Product/Service: WORLD DOWN SYNDROME DAY
Agency: SAATCHI & SAATCHI Milan, ITALY
Partners: (Top Digital / Flipper Music /Luca Bottale / H-Films / Getty Images / Google / Akita Film / Think Cattleya / Sing Sing / General Jingles / Luca Lucini / Moviement / Woolcan / Sony Music / Glamour Model)
Web Developer: (Logicweb)
Social Media Partner: (Ambito 5)
Head Of Communications: Federico De Cesare Viola (Coordown Onlus)
Editor: Fulvio Rossetti (Saatchi & Saatchi)
Head Of TV: Raffaella Scarpetti (Saatchi & Saatchi)
Producer: Erica Lora Lamia (Saatchi & Saatchi)
Head Of Interactive Production: Silvio Coco (Saatchi & Saatchi)
Social Network Specialist: Flavia Pipola (Saatchi & Saatchi)
Digital Specialist: Stefano Caridi (Saatchi & Saatchi)
Account Manager: Ilaria Lorenzetti (Saatchi & Saatchi)
Copywriter: Luca Lorenzini (Saatchi & Saatchi)
Art Director: Luca Pannese (Saatchi & Saatchi)
Creative Director: Luca Lorenzini (Saatchi & Saatchi)
Creative Director: Luca Pannese (Saatchi & Saatchi)
Creative Director: Alessandro Orlandi (Saatchi & Saatchi)
Creative Director: Agostino Toscana (Saatchi & Saatchi)
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Results and Effectiveness
50 out of 50 celebrities donated a video and shared it on their social networks, including the singers Tiziano Ferro and Jovanotti; the footballers Totti, Materazzi and Zanetti; the rugby player Castrogiovanni; the star chef Carlo Cracco. The campaign got a lot of attention when the Real Madrid coach Jose Mourinho replied from Spain and when actress Sharon Stone replied from Hollywood.
Thanks to the social network shares and all the media coverage, the campaign reached almost 30 million people, almost half the Italian population. And donations were up 700%, compared to Coordown's previous fundraising campaign.
Creative Execution
On the 11th of March, ten days before World Down Syndrome Day, CoorDown, the Italian organization that champions the rights of people with Down Syndrome, launched an online fundraising campaign, named: #DammiPiùVoce (Turn up my voice).
The campaign featured 50 celebrities. However, at the beginning, they did not know that they would be taking part.
On launch day, on coordown.it, 50 people with Down Syndrome each appeared on video appealing to 50 celebrities for a donation. But not of money: they asked them to donate a video. A video in which they, the celebrities, asked for the money to support people with Down syndrome, amplifying their voices. A video, which if then shared via the celebrities' social networks, would have more chance of being listened to.
The goal was to get to March 21st, World Down Syndrome Day, with the highest number of celebrity videos donated.
Insights, Strategy and the Idea
In Italy, due to prejudice, the basic rights of people with Down syndrome are still too often denied. With more funds available it would be possible to defend their rights through protective measures and projects that stimulate their autonomy.
It’s not easy to attract the attention of people when trying to raise funds. That’s why a lot of non-profit organisations use testimonials. In keeping with this, we thought it would be a good idea to use testimonials, but in order to differentiate our campaign from the others, we decided to publicly recruit our testimonials, putting them to the test. We were sure that the fact that no one knew the number of celebrities that would respond with their videos, would have attracted the attention of fans and media. And that every reply would be greeted with enthusiasm. A kind of enthusiasm impossible to obtain with an ordinary testimonial campaign.