Created to remember the figure of the great publicist Paolo Ettorre, promoter of numerous campaigns on issues of social relevance, the Association "Paolo Ettorre - Socially Correct," in collaboration with the Festival dei 2Mondi di Spoleto, promotes a competition for the development of a communication campaign on a social issue and awards a scholarship. The contest is aimed at to students residing in Italy attending universities, public and private schools, professional courses and post-graduate courses in the field of communication.

to each member of the competition′s winning creative pair is offered an unpaid internship in the role of Art Director and Copywriter, respectively, at the Saatchi & Saatchi Agency′s creative department in one of its Rome or Milan offices.

The social campaign on which participants are confronted this year addresses a major issue: organ, tissue and cell donation and transplantation.

The current scenario is that since 1999 to today, Italians who have expressed their will on organ and tissue donation is only 1,342,229. Of these, 1,205,436 are registered with AIDO; only 131,292 are citizens who have declared to ASLs; and 5,501 have expressed their wishes in Italian municipalities that have activated the new way of registering the will when issuing/renewing identity cards.

The main causes hindering the manifestation of will for the Italian sample are first and foremost distrust in the system (transplant system, consent to donation, and the health care system in general) and fear of manipulation of the human body-motivations that register an actual distrust Italians place in the transplant and health care system in general.

The communication project of the 2013 Socially Correct Competition, titled "Organ Donation. So many ways to be unique," requires participants to devise a national communication campaign for the Ministry of Health, with the aim of raising awareness of the reliability of the Italian transplantation system in terms of transparency, safety and professionalism, and to inform citizens about the current ways of declaring the will on organ and tissue donation, and thus the invitation to donate.

The winning campaign will be presented on July 13, 2013.

www.sociallycorrect.it

‍