Ccsvi: The Disease Journey – the first url story ever.
Awards:
CANNES LIONS 2011, Shortlist/direct.
ADCI 2012, Silver/Social
ADCI 2012, Bronze/Copywriting
Agency:
Lowe Pirella Fronzoni 2011.
Making everyone live the journey of a multiple sclerosis patient, discovering the new opportunity to be cured and activating people in giving money for the cause. This was the objective and we developed it through a very innovative low budget idea: we told a story that every user could read, jumping from a url to another in order to live the patient odyssey. We bought 30 urls, one for every sentence of the story and we used the hyperlink leading the users to the final url where they could make their donation. The campaign was born with the objective to activate people in donating to an onlus (non profit organisation). We needed everyone to know the new recent discovery made by the Italian Doctor Paolo Zamboni about Multiple Sclerosis. We needed to make people experience the odyssey of sclerosis, letting them know that a revolutionary solution has been found. The Onlus that committed this campaign wanted to address everyone and to develop the strategy in a direct way, using a digital low budget solution able to directly get in touch with the desired target and create immediate activation for fundraising.
Case History (english):