Milan - Saatchi & Saatchi Italy is particularly proud to sign - pro-bono - the new campaign for the San Raffaele Foundation in Milan that claims "There is no cure, without research".
In fact, for the San Raffaele Foundation, research is just a tool to achieve its true goal: to restore hope and serenity to its patients through more effective cures for everyone.
On the basis of this a creative concept was developed in which the patient is the absolute protagonist: he alone, thanks to his personal experience, possesses the right words to tell what research can do for people.
This is an extremely innovative communication project: for the first time the agency has produced a real 5 minute short film. "The Secret Diary" breaks the usual advertising pattern in favour of a motion picture story, the only way to give voice to Fabio, a child suffering from thalassemia, and do justice to his personal story which is too intense to be forced into 30 or 60 seconds.
Even the average result is an "unconventional" choice. The hospital itself becomes the principal site for disseminating the campaign because, in addition to the internal TV channel, it offers an ideal structure for breaking down communication into posters, leaflets and press due to its large number of internal users, and then for all others through web, press and display TV.
See the film at http://www.youtube.com/watch?v=OdpinCCl8JI