Brief A) proposed by Caritas Italiana ( Pastoral Organism of Cei Italian Episcopal conference )

Markets of war
Finance and poverty, environmental downgrading and conflicts.

1. Client
Caritas Italiana was founded in 1971 answering to the will of Paul VI in order to promote the charity commitment with a mainly pedagogical function. It is the pastoral organization of the Italian Episcopal Conference which connects 220 diocesan Caritas, committed in daily activities to support the most vulnerable people. Caritas Italiana is engaged on many areas, including: peace and worldwide vision, justice, old and new poverty, volunteering, civil service, immigration, mental health, homeless.

2. Campaign: Markets of war
Our daily life and choices are influencing economy, finance, conflicts or wars. How?
The choice of where and how to use or invest our money can, for example,
1. fuel the increase of food prices, consequently increasing hunger among the poorest, or
2. support reckless or harmful speculations leading to arms trade, consequently increasing violations of human rights
3. favor media that systematically ignore and simplify the problem.

3. Target
Public opinion, institutions, banks, civil society and all citizens, because everyone can and should feel personally involved.

4. Positioning
Problems:
1. most of the people in Italy are not aware of ongoing conflicts around the world (at the moment about 35 different conflicts or wars)
2. most of the people in Italy do not link their own daily behaviors with what happens on finance, economy and environment around the world
Solutions:
3. inform people about cause-effect between markets and conflicts, poverty and finance, trade and environment downgrading.

5. Campaign goal
Build a culture of peace in everyday life,
giving voice to the poorest and stimulating well aware personal choices.

6. Strategy
Sensitize civil society on:
1. intertwined relations among finance, poverty and war,
2. our daily choices and their impact on world facts
3. conflict and media
through:
1. better information on conflicts and facts
2. better perception of our choices (I can influence my world)
3. launch of campaign “Markets of war”, following the publishing of the book (edit by Caritas Italiana, Il Regno, Famiglia Cristiana).

(further information can be downloaded on the website www.caritasitaliana.it)

Brief B) proposed by Legambiente Onlus
(Enviromental not–for-profit organization that promotes a change in attitude of citizens and institutions to the environment to ensure sustainable development, protection on the environment, cooperation and re source sharing).

1) Client: Legambiente Onlus

Legambiente (League for the Environment) is the most widespread environmental organization in
Italy, with 20 Regional branches and more than 115,000 members. Founded in 1980, is composed by free citizens who fight for legality, and for making the environment livable. We want to promote a new style of life and to change the wrong attitudes of peoples towards the environment: this is the mission of an association that looks at a future where development and respect of the environment go together. Legambiente is a pacifist, nonpolitical association that has the ambitious aim of respecting the environmental legality and informing people about the environmental issues.

2) Campaign: urban green and green transformation of the cities.
Urban green is an important element that shows us the quality of a territory. Often the topic is almost not considered in the national urbanistic conception, while it would be defended and protected.
- Legambiente for urban green- is the campaign whose purpose is to inform the citizens about the requalification of a territory through botanical, urban and vegetable gardens, public and private gardens. The campaign focuses on involving all interested people to demonstrate that the new urbanization projects have to consider green spaces as essential to better the quality of urban life in big or small cities, paying attention on urban microclimate. The same purpose has been seen as a priority also by “Agenda 21” and by “Carta di Aalborg”. A correct and careful evaluation of the issue is very important to improve the organization and the scheduling of campaign, in order to spread and extend the green areas. In view of the aims of the project, the coexistence of the PUC (municipal urban planning) and the green urban planning would be desirable for the largest number of small and big cities. The “urban green” areas have very fundamental features: ecological- environmental; healthcare; protective; social value; cultural-educational; architectural-aesthetical.
Typological classification of urban green areas Urban green furnishing: ancient gardens, urban gardens, green neighborhood areas, green areas in the streets (avenue and squares of trees, green traffic island). Functional green areas: for sports, schools, hospitals, cemeteries, for neighborhood, for suburban areas. Private green areas.

3) Target
Citizens, the Comunity, Opinion Leaders and Authorities, these are people who are being asked to comprehend, to invest, stimulate and receive these “New” styles of life. Our purpose is to make Publics Administrations aware of the importance of the topic in order to apply the project and use it in public buildings.

4) Positioning:
Problems
1. The cities, in the lasts 50 years, have been subjected by a wild urbanistic expansion, while the planned green areas have been frozen in favor of a nonsense overbuilding, with the consequential reduction of attention for the quality of life. The evidence of this misuse of our territory are urban congestion, atmospheric and acoustic pollution, landscapes without harmony and balance.
The reason of this phenomenon is the lack of a specific interest in “green”, both in citizens and (the most serious) in public Administrations.
2. There is no sufficient attention to the possibility of re-projecting the abandoned areas or of requalification of small green areas as courtyards.
3. The Program is not considered in the Intermunicipal Plan or in the District Coordinament, (as happens in the rest of the Europe) while should be planned to put it in them.
4. Nowadays in Italy we have too few examples of projects of requalification of urban old areas into green ones, despite the large number of demanding people.

5) Creative strategy
1. Focusing the attention on the subject, informing the interlocutors on the importance of building green cities.
2. Deleting the idea that green areas have only a decorative function and demonstrating that they have the important role of improving the quality of life in according to an ecological view of the city.
3. Taking advantage of the strong consciousness for the ecosystem where we live in and underlining the importance of bringing back cities to nature, blending in a harmonious way green and built areas of cities.
4. Making people understand that green areas protect us from pollution and give us the opportunity to socialize in public spaces that we can take care of.
5. Promoting and improving the care of urban gardens and forests, places for wild animals, ponds and wet areas. Creating new kinds of green landscapes, in contrast with grey concrete of the cities.

The approach of the communication
We would like to receive new and amazing projects, that could join together green areas with built ones; using foregone images and subjects is not necessary, but inventing metaphors could be interesting.

Note: It’s required to use the original logo of Legambiente ( made by the images of a swan and “Legambiente” joined together)http://www.legambiente.it

Brief C) proposed by: AriSLA – The Agency for Research on Amyotrophic Lateral Sclerosis (ALS)

1. Cient
AriSLA Foundation borns in 2008 for making more incisive and effective the investments on ALS research, in order to speed up the effects in clinic and to offer to sick people better hopes of cure and better conditions and life expectations. Foundation wasestablished by the common will ofAISLA Onlus – Associazione Italiana Sclerosi Laterale Amiotrofica, Fondazione Cariplo, Fondazione Telethon and Fondazione Viallie Mauro per la Ricerca e lo Sport Onlus. The quality and the features of the founding unit represent the better guarantee of seriousness and of continuity for this ambitious project, first example in Italy of collaboration among subjects of excellence in scientific and philanthropic field.
AriSLA Foundation aims to represent the catalytic subject and the engine of the research on ALS promoting, financing and coordinating the research and supporting the fast translation of results to clinical practice.

What is als (amyotrophic lateral sclerosis)?
ALS is a neurodegenerative disease of the nervous system that selectively attacksthe motor neurons,
causing the progressive loss of strength of voluntary muscles. Therefore people affected present compromised fundamental activities for the survival and the life of relationship, progressively losingtheir moving, breathing, speaking and eating ability. In the most of cases mental lucidity, emotionality
and sexuality keep undamaged. That causes complete dependence of affected people on their caregivers, in the full consciousness of their impotence.In Italy patients affected each year by this grave disease of still unknown origin are almost 1000.

Which research?
The complexity of Amyotrophic Lateral Sclerosis and the multiplicity of factors involved in its etiology make the related field of research extremely differed, in effect it involves different discipliner areas linked to a specific way to ALS, but even more generically to neurodegenerative diseases.

For achieving these objectives AriSLA Foundation supports research in different but absolutely complementary sectors: contributions concern thebasic research (biologists), the translational research (from laboratory to the patient’s bed), the clinical research (trials on the affected person), the technological research (solutions for permitting the compensation for the abilities that the disease subtracts).

However the actions of AriSLA Foundation do not finish with the disbursement of the contributions: AriSLA supports researchers in the phase of planning, in the optimization and in the coordination of the financial interventions and of the research activities, in order to avoid duplications and repetitions, creating synergies among national and international groups of research.

Problems
1. Despite the fact that AriSLA is the first subject in Europe regarding money invested on ALS (4.2 millions invested in the first 3 years), AriSLA is not known enough.
2. Financing research of excellence is a complex work but little understood: it goes through the selection of the best projects, thanks to a peer review system – the accredited methodology in the international scientific community, through which a commission of foreign experts evaluates the projects presented at the Public research announcements of AriSLA Foundation, exclusively on the basis of the scientific merit– the monitoring and the covering of the projects both from a scientific and economic point of view; the supply of “facilities” for researchers making their work more effective; the punctual reporting of the whole process to the stakeholders and the donors; the ethical way of communicating the “scientific discoveries”.
3. The disease is rare, it involves “only” 5.000 Italians, but it remains one of the most devastating pathologies and perceived by the social community as one of the gravest (“better AIDS than ALS”, source: Nielsen Research 2012).
4. Italian researchers community working with ALS is an excellence of our country (it is the third one in all over the world for scientific articles published), but nobody know.
5. Social private funded research is substituting the public contribution, although it should be at least supported by this one.

Purpose of our work: identifying a communication strategy
1. Focusing the attention of the public on the donation in favour of scientific research.
2. Transferring the principle that financing research means rewarding the merit and the excellence, assuring the transparency of financial and scientific monitoring processes of the projects.
3. Specifying that funding research of excellence means also reporting the way money has been spent (speaking about research is a common habit, few specify which project is asked for being financed).
4. Declining the messages for different targets:
a. Common people / big public (fundraising mass events / initiatives; destination of 5permille; fair sms),
b. Institutions / companies / subjects as co-funders of research projects (AriSLA offers the concrete possibility of “adopting” the single selected project),
c. Institutions / companies / subjects as associates (they could become part of the Foundation in a more structured and continuative way).

Creative strategy
We have to find “creative / media” solutions that make the complexity of research management “coming into the everyday people life”, able to make imagine a better world , without the pain of the disease, able to make understand the building value of “doing something concrete” for contributing to the defeat of the disease.
We have to convey the seriousness and the transparency of AriSLA Foundation, for activating the people in favour of the struggle against ALS, but also making the contribution of public entities and companies to the fair cause against the disease continuative, conveying the message “we cannot miss the opportunity of investing in a serious project which gives guarantees”.

Which attitudes we want to induce in our communication targets?
1. Donation
2. Will of deepening their knowledge on ALS, on research and on AriSLA Foundation: visits on AriSLA Foundation website
3. Communication item to realize: items are chosen among the announcement ones and, rather than indicating specific items –for example a radio message or a viral tool – we invite to identify solutions able to generate “news and conversation” on ALS research during the year.

(more information at: www.arisla.org or www.spotschoolaward.it )