Because it made people more aware of the ALS problem in Italy, while helping the patients to improve their situation thanks to the fundraising amazing results.

None.

We launched "Voice of Voices", a nationwide project which asked for a word from every Italian to fulfill the ambitious task of completing the dictionary. It was a very symbolic gesture, as losing the voice is one of the CONSEQUENECES symptoms a patient of ALS suffers from. But it was very useful too, as to donate a word they had to download the 2€ app previously.

The campaign was published throughout a social experiment, an online video hosted by Youtube and Nemo's Facebook. Where showed in it the importance of a single word, and we eventually invited the audience to download the app. At the same time, we launched a website which was the core of the project, as it contained all the words that were being donated, so you could not only listen to the one you had donated, but also to perceive how the universe of words was evolving.

An audio file with more than 3000 different words.

More than 500.000 total views in the first week without any media investment.

More than 100 million organic impressions.

75 million euros earned media.

Free National coverage in all media. TV, Radio, and online press.

Ranked the most downloaded app in Italy.

Instead of just asking people for money, we found a more appealing solution: to ask them for their voice. We wanted to mobilize the whole country, in order to do that, we needed to make them all feel useful. So we made them conscious that every word counted, no matter age or sex. We awaked it in them the wish to participate, to be part of something bigger.

There are more than 25.000 NGOs in Italy. This fact makes fundraising a hard task especially when the beneficiary is a minor group (besides the 1000 new ALS cases that are diagnosed every year in the country). We needed to come out with an idea that made people aware of the problem, to start a conversation so they would eventually make a donation out of their own free will.