Telethon was born in Italy in 1999 when the Italian Union for the Fight Against Muscular Dystrophy (Uildm) called on Susanna Agnelli to bring the initiative in the country, with the objective to finance and foster the scientific research on genetic diseases – quite rare and overlooked by the most important public and private funding programs.
With the funds raised, especially thanks to the TV show broadcasted in the whole national network, the Telethon Foundation (the entity that manages the tele-marathon, the fundraising and the research activity) has marked important milestones for the Italian research. One of the greatest scientific results achieved is finding the cure for an extremely severe immunodeficiency, the ADA SCID – the disease that forces sick children to live in sterile isolation (this is why ADA SCID patients are called “bubble children”). Telethon enjoys high recognition around the world and it is considered to be an example of Italian excellence, mainly due to the transparent funds management and the meritocratic fundraising mechanism.
Awarded by the “Alto Patronato del President della Repubblica”, currently Telethon is chaired by Luca di Montezemolo.
Telethon’s mission and vision: to advance biomedical research by committing to cure the muscular dystrophy and other genetic diseases; to render all study results, achieved after years of excellent and sustained research activity, available as cure therapies.
Telethon’s Key Figures:
323 million euro invested in research
2 261 research projects sponsored by Telethon
454 studied diseases
7 393 articles published by Telethon researchers, in international scientific magazines
3 research institutes founded – The Telethon Institute of Genetics and Medicine, based in Naples (Tigem), The San Raffaele Telethon Institute for Gene Therapy, based in Milan (Hsr-Tiget) and The Dulbecco Telethon Institute (Dti)
1 applied research laboratory which develops and implements supporting projects dedicated to disabled people (Tecnothon)
Values and key concepts representing Telethon’s strengths and strategic positioning:
Our values are:
Ethics: shared and beneficial social utility available to all
Transparency: Telethon makes its turnover reporting clear and accessible to everybody, it explains how the funds raised were invested and what were the results achieved in the research conducted thanks to the availability of such funds (a system that manages resources in an effective and impartial way)
Continuous improvements: a value recalling progress that originates in our mission and it is valid at an universal level, being applied not only to the health problem.
Merit: carries out the message: “Telethon values talents ”
Our key concepts are:
Italian excellence: bespeaks the significant scientific contribution brought by Italy and its “national pride” while communicating the highly competitive telethon research, at an international level.
Investment: sends across the message that scientific research on genetic disorders is an investment done for the collective future and not only for those directly affected by such pathologies.
Care: the warmest concept of all, embedding its whole extended meaning, it translates into taking care of the patients and their families, improving health and life quality, finding a cure but also working towards making the cure available. It also refers to “doing things carefully”, therefore in a very efficient and meritocratic way.
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
Develop Telethon’s visual brand identity, by applying it to the various products sold to raise funds. The graphical style used on these products must be unique and distinctive while in line with Telethon’s positioning and values. Use the brand identity exercise to design/think up 2 types of merchandising products: Generic products (for example clothing articles, accessories, gadget, technological, etc.) Seasonal products or products dedicated to specific occasions like Christmas, Easter, Father’s Day, Mother’s Day, Valentine’s Day, graduation, wedding, baptisms or holy communion.
The products should have the following characteristics:
Sellable via more than one of the following distribution channels: formal receptions, website, retail (food and non-food)
With a perceived value covering 3 price ranges: 5$, 10$ and up to 50$.
Preference will be given to those creative solutions proposing collectable items, or better said items able to turn their purchasing pleasant.
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
The target includes people sensitive to scientific research, generally speaking men and women aged 18 – 44, often well educated families with small children.
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
The potential donor will buy the TELETHON product because:
He/she likes it and finds it practical and useful while it represents the personal lifestyle and/or It is a Telethon product, therefore it supports scientific research.
The target should understand the link between the merchandising products and Telethon thanks to their visual identity that leads unmistakably to Telethon.
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
∞ 人们会想到 / 感觉到的一些事：
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
The fundraising merchandise (both the generic and the special occasion items) represent an additional way to support Telethon’s activity. The target should believe in buying such products for the same reasons they believe in Telethon:
- Commitment to scientific research
- Italian excellence
- Reliable and efficient organization.
Telethon is an influential Foundation, a serious and reliable one that bespeaks the excellence of Italian research around the world. Moreover, Telethon is a Foundation devoted to people, one that year after year collects stories of ill people and gives hope to many other genetic disease patients and to their families.
- Formal receptions
- Retail points of sale
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
A very well done graphical presentation of the proposal is very much welcome. The only product that cannot miss from the fundraising items is the Telethon scarf – a symbol accompanying the tele-marathon for years and present in all formal dinners and receptions as well.
For additional info, please visit our website www.telethon.it
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。