Fondazione Telethon
How to tell the story of a leading Italian research foundation and turn it into donations.
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The challenge
In 2024 the TV consumption of Telethon’s typical donor is shrinking and turning hybrid: we needed a strong digital presence to reach new donors and convert them.
The project
We turned Fondazione Telethon’s USPs into stories, holding a presence across both digital and television. From social strategy to the creative and production of TV commercials, we made what Fondazione Telethon does known — and we are converting it into donations.
Inside the project
The 5×1000 is a serious matter ↗
The 5×1000 is a serious matter for Fondazione Telethon: to tell that, we picked a very serious testimonial, comedian Maccio Capatonda.
5×1000 = 1 ↗
Fondazione Telethon’s national 5×1000 campaign with Luca Zingaretti.
The pirate of the Caribbean ↗
Telethon treats children from all over the world: let’s see how they are doing. Creator Emalloru meets Amari, a child born in Trinidad and Tobago with a rare genetic disease and treated in Milan thanks to Fondazione Telethon.
A rare disease down south ↗
Casa Surace told us how hospitality works in the south of Italy, and the best way to take care of the rarest guests: giving your 5×1000 to Telethon.
Jakidale in the lab ↗
A project to tell the story of the Foundation’s outstanding research: we sent Jakidale to visit the laboratory funded by Fondazione Telethon.
Milanese Imbruttito ↗
What would happen if other people started deciding for you? We tried to find out with Milanese Imbruttito: an education piece about the 5×1000.
Fantasanremo ↗
During February, rare disease month, we raised awareness among Italians with a series of digital activations with creators.
Italian Jersey Collector ↗
Rare sports memorabilia at the service of rarity: IJC, one of Italy’s leading sports memorabilia collectors, helped us tell the story of rarity with a charity auction running for over a month during the 2026 World Cup.
Cronache di Spogliatoio ↗
The Cronache di Spogliatoio newsroom ran a charity marathon live on YouTube: seven hours of broadcasting mixing sports storytelling and entertainment.
TV campaign with Giorgio Mastrota ↗
We handled the executive production of the television campaign with Giorgio Mastrota.