Sogin is the Italian state-owned company responsible for the environmental remediation of Italian nuclear sites and of the safe management of radioactive waste through the Deposito Nazionale (National Repository). Saatchi & Saatchi has created the new campaign for the Deposito Nazionale which aired yesterday across TV. It will also be rolled out across press, online and radio.
The campaign aims to inform Italians about the need to dispose of radioactive waste through the Deposito Nazionale, an essential infrastructure that Sogin has the task of building.
The campaign also aims to bring to public attention the need for Italy to establish one National Repository to permanently dispose of radioactive waste from the decommissioning of nuclear sites and of daily industrial activities - research and nuclear medicine.
Until we solve the problem of radioactive waste, in fact, it is almost as if the whole country could not go on. Only the realization of the Deposito Nazionale can help us again.
This idea of ‘not moving forward’ in the TV ad is represented with slow-motion pictures of people showcasing them in their daily lives, that cannot go forward and they instead go backwards. Except for the last scene where a man comes forward.
In the print campaign the ads display life scenes that are paused. A great play-button help us understand how thanks to the construction of the Deposito Nazionale we can finally start again.
Giuseppe Caiazza, CEO of Saatchi & Saatchi Italy, France and Head of Automotive Business of Saatchi & Saatchi EMEA, said: "It is not the first time we face the task to communicate important issues. This time too we believe we were able to find the right way and especially the right tone of voice to inform the public of the need to find a solution for the good of the whole country.”