The "Turn up my voice" campaign by Coordown Onlus employs a novel approach to advocate for the rights of people with Down syndrome by leveraging the influence of celebrities in Italy. Rather than soliciting monetary donations directly, the campaign requests celebrities to contribute personalized video messages encouraging support and raising awareness. This strategy recognizes the power of social proof and peer influence, aiming to amplify the voices of individuals with Down syndrome through the reach of well-known public figures. By having 50 people with Down syndrome personally ask 50 celebrities to donate videos, the campaign humanizes the cause and creates a compelling narrative that fosters empathy and engagement. The anticipation built toward World Down Syndrome Day serves as a unifying deadline, maximizing exposure and motivating sustained participation. This tactic effectively targets both the general public and the social networks of the celebrities involved, enhancing the potential for viral sharing and community mobilization. The choice of ambient media and a documentary/social experiment genre aligns with the campaign’s authentic and grassroots tone, reinforcing its credibility and emotional impact. Award recognition at Cannes further validates its creative and strategic execution. Overall, the campaign’s brand proposition centers on amplifying marginalized voices through collective influence, offering a platform where advocacy is driven by relatable personal connections and socially influential endorsements, rather than traditional fundraising appeals.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
This campaign fits Format #8 because its core creative device relies on mobilizing well-known celebrities to amplify a social message. The structure is built around 50 people with Down syndrome each directly reaching out to a famous person, requesting their participation as public advocates. The core action is not storytelling or demonstration but leveraging the influential presence and networks of celebrities, each acting as an ongoing ambassador to “turn up” the voices of the individuals represented by Coordown Onlus. The focus on personal requests to idols and celebrity amplification—rather than a story-driven resolution or symbolism—highlights recurring high-profile figures as the primary communication mechanism, which is the hallmark of the “Ongoing Characters or Celebrities” format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Associazione Italiana Persone Down (AIPD) – Positions itself as a leading advocacy organization focused on promoting full inclusion and civil rights for people with Down syndrome in Italy. It emphasizes personalized support, education, and empowerment, working closely with families and institutions to improve quality of life and social integration.
2. LEDHA (Lega per i Diritti delle Persone con Disabilità) – Focuses on defending and promoting the rights of people with all disabilities, including Down syndrome. Known for its legal advocacy and policy influence, LEDHA positions itself as a strong voice for systemic change and equal opportunities within Italian society.
3. Fondazione Telethon – Though broader in scope, it is a key player in funding scientific research for genetic diseases including those affecting people with Down syndrome. It differentiates with its focus on cutting-edge medical research and public awareness campaigns linking science and community support.
4. ANFFAS – As a national federation supporting people with intellectual and developmental disabilities, it emphasizes direct care services, family support, and community inclusion. ANFFAS positions itself through a grassroots network of local associations delivering tailored social and educational projects.
5. UILDM (Unione Italiana Lotta alla Distrofia Muscolare) – Although primarily focused on muscular dystrophy, UILDM also advocates for the rights of people with various disabilities including Down syndrome. It differentiates itself through its holistic rehabilitation programs and fostering social participation and accessibility initiatives.
Q: What is Turn up my voice about?
A: Turn up my voice is a 2013 campaign created by Saatchi & Saatchi for Coordown Onlus in Italy, designed to advocate for the rights of people with Down syndrome. The campaign centers on 50 individuals with Down syndrome each reaching out to a celebrity—ranging from Italian musicians and athletes to international stars—requesting a donated video message. These videos, shared on celebrities’ social networks, called for public support and donations to Coordown Onlus. The campaign’s goal was to maximize awareness and engagement leading up to World Down Syndrome Day on March 21st, using the influence of public figures to amplify marginalized voices.
Q: What creative device does Turn up my voice use?
A: Turn up my voice employs the Ongoing Characters or Celebrities format, classified as Format #8 in Clapboard’s 12-format taxonomy. This creative approach leverages the recurring presence of high-profile celebrities as brand ambassadors, each lending their influence to amplify the campaign’s message. Rather than relying on a narrative or demonstration, the campaign’s core device is the direct involvement of celebrities, whose participation and social media reach serve as the primary mechanism for awareness and advocacy. This format is characterized by its focus on familiar personalities to drive brand recall and message dissemination.
Q: What is the campaign proposition for Turn up my voice?
A: The campaign proposition for Turn up my voice is to amplify the voices of people with Down syndrome by enlisting celebrities to act as advocates, not through financial donations but through personal video messages. Coordown Onlus positions itself as a platform that empowers individuals with Down syndrome to connect directly with their idols, humanizing the cause and fostering empathy. By targeting both the general public and the social networks of participating celebrities, the campaign leverages social proof and peer influence to drive awareness and support, reframing advocacy as a participatory and emotionally resonant act within the public service sector.
Q: How does Turn up my voice rank in Clapboard's archive?
A: Turn up my voice holds a Clapboard Campaign Score of 80/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Coordown Onlus's category?
A: In the Italian public service and advocacy sector for people with Down syndrome, Coordown Onlus faces competition from organizations such as Associazione Italiana Persone Down, which focuses on inclusion and civil rights; LEDHA, known for its legal advocacy and policy influence across all disabilities; Fondazione Telethon, which emphasizes scientific research and public awareness for genetic diseases; ANFFAS, offering direct care and community inclusion through a grassroots network; and UILDM, which, while centered on muscular dystrophy, also supports broader disability rights through rehabilitation and accessibility initiatives. Each competitor brings a distinct approach to advocacy, care, or research within the disability landscape.
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