The goal is to develop an advertising campaign that emphasizes the link between the world of sports and the disease by using a testimonial from the football environment.

!!! Update as of December 17, 2009!!!

After a close analysis we agreed to use Massimo Ambrosini – football player and Capitan of AC Milan FC – as an exponent of the AIL Campaign.

Few details about the testimonial:
Ambrosini covers a midfield position and he is a gritty player, generous, sharp and tactically pliable. Often, especially in place kicks, he moves in the adversary field to make use of his ability to jump and hit the ball with the head. He is a young player coming from the region of Marche, he is widely known both in Italy and worldwide, and he embodies the classical image of the nice and respected guy, prominent and admired by all, regardless of football knowledge.

The objective is to turn the player into a testimonial symbol. He is not suffering from disease that makes the object of the campaign but he decides to fight for the cause by proving emotional involvement.

!!!The end of update!!!

Concretely the campaign will be realized through the creation of:

The campaign addresses both existing and new customers.
The actual target is mainly composed of medium aged people (50+) with lower-average income who approach our Organization as they appreciate our initiatives or because they are directly involved having a sick family member or a friend.
We intend to expand our contributors’ data base by starting to approach a new target that includes people aged under 40. This is exactly the reason why it was decided to choose a football player who is popular among young groups.

Develop an advertising campaign by using a special and effective communication able to encourage and stimulate directly and indirectly voluntary cash contributions straight to Ail. Compared to other non-profit organization, the contributor will become a rightful member of Ail upon reaching a quota donation.

The elements that give credibility to Ail and its campaign are:
  ∞ 40 year of activity in the field
  ∞ Full approval from all Institutions
  ∞ Recognition for great results in research studies done to defeat leukemia

The communication must be done in a captivating and original way, that goes beyond the standard communication techniques used by non- profit organizations.

During the campaign the following communication channels wil be used:
  ∞ Radio spot 30 seconds
  ∞ Billboards (6 x 3 and 1,4 x 2)
  ∞ Page for newspaper printing
  ∞ Posters