NEWS

“YOU CAN GIVE LIFE.” This is the payoff with which Pubblicità Progresso has launched its latest campaign on organ and tissue donation, in collaboration with AIDO, the Italian Foundation for Liver Research, and the National Transplant Center, which is centered around the website www.doniamo.org. The campaign aims not only to raise awareness, especially among young people, about a sensitive and little-known issue but also sets the ambitious goal of increasing the number of donors. Conceived at a time of great changes in the media world, the campaign – entirely cross-media and interactive – aims to establish a new reference model for social communication, being a campaign designed to act deeply in the context of the media revolution: traditional and new media, social networks and viral activities coexist on coordinated orbits that hinge on a complex portal specifically designed, with an original use of numerous testimonials. Now the campaign has become an app for tablets and smartphones, both Apple and Android: “This campaign is becoming increasingly viral, as was our intention,” says Alberto Contri, President of Pubblicità Progresso, “we are convinced that the app represents a further opportunity for dissemination, on Facebook many are posting images of themselves and friends while showing off the AIDO card: from famous testimonials we are moving to grassroots testimonials who are committed to becoming donors and recruiting new ones. It is clear evidence that social media, instead of being places to pass or waste time, are becoming the places of election for communication and social solidarity.”