2024-11-22 14:22:00
After 18 years, the historic campaign dedicated to the Christmas Stars of Ail, the Italian Association against leukemia, lymphoma and myeloma, is renewed, with the aim of uniting what has become the symbol of the Association, the telling of patients’ stories and Ail’s social commitment. The initiative supported by the ‘Follow the star’ communication campaign is scheduled for 6, 7 and 8 December in 4800 Italian squares. The historic appointment with solidarity, promoted by the Association which has been alongside hematology patients and their families for 55 years, has been made possible for 36 years - we read in a note – thanks to the contribution of thousands of volunteers and the work of the 83 Ail sections on the national territory. Over many years, the event has made it possible to support and implement important research and assistance projects and has contributed to making known the significant progress and results obtained in the treatment of blood tumors.
At the same time as the local initiative, Ail launches the new dedicated integrated communication campaign ‘Follow the Star’, entrusted to Lateral, a Communication & Branding Studio led by Francesco Fallesi and Federica Bello, with the creative direction of Francesco Fallesi and Simona Angioni . An intimate and delicate approach was chosen for the campaign, so that it was a personal experience that conveyed the profound meaning that the choice of the Ail Christmas Star represents. The protagonist of the commercial is a little girl with a very specific objective: to give hope to the patient framed by the window in front of hers. Alone, with a quick and decisive step, she crosses the streets of her city as if it were a great adventure. He has his pennies and his dream to realize. And he gets it done, choosing the biggest poinsettia he can and allowing that boy to look into the distance. A little girl to follow and, above all, as the voiceover says, ’A Star to follow’ to finally arrive at a future free from blood cancers. The claim of the commercial is simple and powerful at the same time: An Ail Christmas Star helps thousands of people to look far into the future.
“This concept reflects our commitment to offering a perspective of trust and hope to those facing a difficult treatment path – say Rita Smoljko and Daniele Scarpaleggia, Ail Communications Manager and Project Coordinator respectively – helping patients and their families to look beyond the challenges and suffering of the present.”
For over half a century, Ail has put patients with blood cancer first and supported scientific research. The results in scientific studies and increasingly effective and targeted innovative therapies have led to great improvements in the diagnosis and treatment of haematological patients, both adults and children. It is necessary to continue intensely on this path and continuously invest more and more resources in research to achieve further goals and make these diseases increasingly curable. Italian hematology, through its therapy centers and thanks to the daily work of the 83 provincial Ail sections and its thousands of volunteers, guarantees continuity of care and therapy.
The video campaign – on air from 22 November on the main television stations, digital channels, press, radio and posters – was produced by Sedici:9 and was signed by director William9. The music, written and produced by Matteo Buzzanca, and performed by Beatrice Giliberti, co-author of the text. The print version was created by photographer Carlo Furgeri Gilbert.
What are the key goals of the Ail Christmas Stars campaign?
Time.news Interview: A Conversation with Ail Campaign Expert Francesco Fallesi
Editor (Time.news): Welcome, Francesco! It’s a pleasure to have you here today to discuss the renewed Ail Christmas Stars campaign. Your team’s approach has certainly caught the public’s attention. Can you tell us about the inspiration behind the campaign’s theme, “Follow the Star”?
Francesco Fallesi (Expert): Thank you for having me! The “Follow the Star” campaign stems from the deep emotional connections that holiday traditions create. The star symbolizes hope, guidance, and the journey many families undertake while facing blood cancers. We wanted to translate that into a visual experience, capturing the innocence and determination of a child’s quest to bring hope to others.
Editor: That’s truly heartwarming! Can you walk us through the narrative of the commercial?
Francesco: Absolutely. The protagonist is a little girl who sets out with a clear objective: to bring a moment of hope to a patient living in her neighborhood. She steps out into the world with a sense of adventure, driven by her mission. The choice of the biggest poinsettia reflects her desire to offer something grand and meaningful—something that symbolizes life and warmth during difficult times.
Editor: The imagery of a child embarking on such a journey really resonates. How do you think it reflects Ail’s mission over the past 55 years of supporting hematology patients and their families?
Francesco: The journey she undertakes mirrors the experiences of many patients and their loved ones. The Ail has been a beacon of support and has provided important resources for 36 years through the Christmas Stars campaign alone. It’s about creating tangible moments of solidarity and using our collective efforts—individuals, families, and volunteers—to illuminate the path towards a brighter future for those battling blood cancers.
Editor: You mentioned the significant role of volunteers across Italy. How important is this community in making the campaign a success?
Francesco: The volunteers are the backbone of the campaign. Without their passion and dedication, we wouldn’t have the reach and impact we currently enjoy. This year, we are thrilled to have 4,800 squares participating, which is a testament to their hard work. It creates a beautiful tapestry of solidarity where people come together, not just for fundraising, but to share stories and support each other.
Editor: The Ail Christmas Stars initiative has evolved over the years. What are some of the key achievements you’d like to highlight?
Francesco: Over the years, we’ve been able to fund groundbreaking research and enhance care facilities for patients. This event has educated the public about blood cancers, offering insights into treatment advancements. Each year we’ve seen progress—more awareness translates to better outcomes. The stories of hope shared through our campaign reflect the tangible success we’ve achieved together.
Editor: It sounds like there’s a strong sense of community and purpose driving the campaign forward. How do you envision its impact on future generations?
Francesco: I hope it instills a sense of empathy and responsibility in younger generations. The goal is to create a culture where people feel empowered to reach out and make a difference, regardless of the scale. By participating in the Christmas Stars campaign, children can learn the values of compassion and giving back, ensuring that the fight against blood cancers continues with renewed vigor in the future.
Editor: Thank you, Francesco! Your insights illustrate just how meaningful the “Follow the Star” campaign is. We’re looking forward to seeing how this year’s initiative unfolds and the impact it will have.
Francesco: Thank you! It’s been a pleasure discussing our campaign, and I encourage everyone to join us in supporting Ail’s mission this December. Together, we can make a substantial difference!