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.
这是什么？
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。
这里有两个例子
如果愿意透露其身份（可见）：
“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。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们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.
这是什么？
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。
例子
“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。”
简而言之，这是客户的目标，因此也是您的目标！
The target includes people sensitive to scientific research, generally speaking men and women aged 18 – 44, often well educated families with small children.
这是什么？
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。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
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.
这是什么？
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。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
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！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
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.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
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.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
- Formal receptions
- Website
- Retail points of sale
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“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。”
简而言之：考虑媒介！
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
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
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。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
