Campaign on organ donation celebrated at the Quirinale
Fifty thousand new organ donors in 18 months is the result presented at the Quirinale by Pubblicità Progresso President Alberto Contri, during a meeting convened by the President of the Republic Giorgio Napolitano.
“We have had the privilege of presenting to the President of the Republic an exemplary piece of the best Italy, the one that knows how to achieve excellence even in volunteer activities, employing the most professional forces in the communication sector,” said Contri at the end of the meeting.
He added: “We were able to achieve this extraordinary result thanks to the fact that we were able to integrate so-called ‘digital’ communication activities with those on traditional media, which in some cases have greatly reduced the space allocated due to the crisis. The intuition that transformed Pubblicità Progresso into a Permanent Center for training in social communication proved to be winning: university students from all over Italy who participated in the On the Move competition with projects of unconventional social marketing on the theme of organ donation, have themselves become a powerful means of dissemination and viralization of the campaign. A further source of pride is the fact that this campaign – together with the one on the prevention of workplace accidents, carried out in agreement with the Quirinale – has been included in the exclusive Creative For Good database, a project of the World Economic Forum that collects the most performant and advanced social campaigns in the world.”
An important project that involved a scientific committee, formed by Professor Gasbarrini, the director of the National Transplant Center Dr. Nanni Costa and the president of Aido Dr. Passarelli, and over 40 professionals, [guided] by Alberto Contri and creative directors Andrea Concato, Roberto Fiamenghi, Matteo Righi.
The President of the Republic commented on the results presented: “The serious shortage of organ donors can only be filled with a leap in sensitivity and awareness of citizens, even overcoming the taboo of talking about one’s own destiny of death and preparing for an event that can have a positive social impact for those who continue to live and even for those who may be at the beginning of life” and then added: “I believe this campaign will be one of the most significant of Pubblicità Progresso”.
