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SOCIALLY CORRECT COMPETITION 2013

Organ donation. Many ways to be unique


Founded to commemorate Paolo Ettorre, the great advertising figure promoter of numerous cause-related campaigns, the "Paolo Ettorre Socially Correct" association, in collaboration with Spoleto Festival dei 2Mondi, promotes a competition for the development of a communications campaign on an issue of social importance and awards a scholarship. The competition is open to students residing in Italy who attend universities, public and private schools, professional courses and post-graduate courses in the field of communications.
Each member of the creative couple, winner of the competition, is offered an internship, respectively in the role of Art Director and Copywriter, in the creative department of the Saatchi & Saatchi Agency in either the Rome or Milan office.
The social campaign participants are confronting this year, deals with an issue of great importance: the donation and transplantation of organs, tissues and cells.
Since 1999, only 1,342,229 Italians have expressed their will regarding organ and tissue donation. Of these, 1,205,436 are registered with AIDO; only 131,292 citizens have made their declaration at an ASL and 5,501 have signed up in the Italian towns that have activated the new mode of registration upon identity card issue/renewal.
For Italians, the principal obstacles to expressing their will are represented primarily by a lack of confidence in the system (transplant system, consent for donation and the health care system in general) and the fear of manipulation of the human body - reasons that show that Italians effectively lack confidence in the transplant and health system in general.
The communications project of the 2013 Socially Correct Competition, entitled "Organ donation. Many ways to be unique", requests participants to create a national communication campaign for the Ministry of Health, with the aim of raising public awareness on the reliability of the Italian transplant system in terms of transparency, safety and professionalism and to inform citizens regarding the current procedure for declaration of consent for organ and tissue donation, therefore inviting them to become donors.
The winning campaign will be presented on July 13, 2013.

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