2023-10-23 09:57:12
by Luigi Ripamonti
The testimonial is a starting engine for social campaigns, but then each of us is called to do our part both by adhering to it and by becoming a witness in our turn
In the Corriere Salute of 22 October Alberto Scanni underlines how important the contribution that Fedez has given to blood donations with his testimony. The artist and influencer (it can be said in this case) really deserves applause, also because it is not the first time that he has spent his popularity on health issues. For Fedez it’s not enough. The testimonial is a starting engine for social campaigns, but then each of us is called to put something of himself into it both by adhering to it and by becoming a witness in our turn. An example comes from the communication on blood donation.
An analysis of the strategies to promote it adopted several years ago by Emilia Romagna, one of the most virtuous regions in terms of donations, made it possible to understand that the use of famous people (in that case, among other things, one was Gianni Morandi, who also enjoyed a particular local as well as national popularity), as well as very apt slogans, it was able to generate a driving force for donations, but what made the difference in the long term was the example of individuals. Over time, the new donors who showed up at the collection centers were no longer those who had noticed the singer or the slogan, but those who had a relative, a friend or a colleague as a donor. What had made the difference over the distance was a beneficial contagion, also supported by company initiatives that rewarded employee donors in some way.
So the network was already there and still is, it’s a matter of turning on the current (and for this reason Fedez or Gianni Morandi are very effective) and making it pass through a series of nodes which are us. Today we talk about blood donation, but it applies to everything. Let’s think about how important it was in the early days of the pandemic to notice that people who enjoyed our respect had the courage to wear a mask, defying the irony of many. There is a silent majority of individuals who can’t wait to engage, to have socially virtuous behavior, who can’t wait to understand that they are not isolated.
October 23, 2023 (modified October 23, 2023 | 10:08)
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