We do it often and willingly

The creative idea of ​​this campaign, whose objective is the recruitment of volunteers for the association, is based on the creation of a series of videos in which the volunteers of the Cystic Fibrosis Foundation, including Matteo Marzotto, the president, talk about their experiences with an ambiguous tone.

Initially, their answers give the impression of referring to other types of "situation", when in reality they are talking about volunteering activities. Only at the end is the misunderstanding accompanied by a CTA revealed: the stories concern the commitment to research on the disease, and the spectators are therefore invited to join this cause, underlining the importance of volunteering:

"We do it often and I'd love that. But we need you to do it better. Become a volunteer for cystic fibrosis now."

The communication strategy is a narrative that breaks traditional patterns, especially those of social communication, placing the emphasis on the experience presented in the first person. The key idea is to bring out the motivations, passion and joy that accompany the journey, with an ironic, memorable and disruptive tone of voice.