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My Voice

basics
Industry: Professional & Public services
Media:Direct Market
Market:Italy
Style: Minimalism
credit
Brand:
Agency:
Chief Creative Officer:
Creative Director:
Copywriter:
Art Director:
Design:
Production Company:
Producer:
Director:
Other credit:Entrant Company: McCANN WORLDGROUP, Milan, Italy
Additional Company: MRM/McCANN, Milan, ITALY
Additional Company: The NEMO Clinical Center, Milan, ITALY
Digital Art Director, Giorgia Raffaelli, MRM/McCann
Head of production, Michele Virgilio, McCann Worldgroup
Chief Executive Officer, Josè Bagnarelli, Eccetera
Sound Engineer, Mauro Fazzini, Eccetera
descriptioncnen
CampaignDescription

The first message banking mobile platform for ALS patients.“My voice”: A solution to speak with your own voice, for when A.L.S. is taking away everything else.An app where Early-diagnosed patients will be able to record the things they would like to say forever with their own voice. They can name their files and categorize with colours to give an emotional sense. The app saves it on a cloud for the future.And if the day comes, the app can be installed in their communication devices so they will be able to use the audios with their own voice.
Strategy

This project had 2 objectives. The app was helping early diagnosed patients allreaddy, but it was also giving voice to a bigger problem, so people could donate to the association. We decided to use the power of social media relevence to generate a conversation around the problem and the solution. And finaly a web site could help people colaborate in many different ways. Downloading the app was also collaborating.
Synopsis

There are more than 300.000 cases of early Amyotrophic Lateral Sclerosis diagnosis in the world. Sooner rather than later, muscles will progressively stop functioning, including their tongue and throat. So they wont be able to speak with their own voice. "Centro clinico Nemo" needded to do somehting about it.
Execution

We launched a video where we showed the corage of Alberto Spada, an ALS patient that new he might loose his voice. He decides to write down and record on a studio all the messages he would like to say for ever with his own voice, so his voice is saved for the future. Once you see his courage we present the app that allows everyone else in the same situation do the same. And we explain that the app can be intalled in the communication device in the future. So it really is an alternative way of communicating, by using your own voice.
Outcome

In the first 48 Hour the video viralized naturally 160 K views.More than 80% organic reach media.Early diagnosed patients in Italy have already their own user account in the app, and are now saving their messages on their private cloud.
awards
The One Show 2018
Merit Branded Entertainment
Mobile Apps
The One Show 2018
Merit Mobile
Use of Technology / Physical Product & Mobile Integration
Cannes Lions International Festival of Creativity 2017
Shortlist Health & Wellness
Health Services & Facilities
Cannes Lions International Festival of Creativity 2017
Shortlist Mobile
Social Purpose
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