Cesvi is one of Italy's largest humanitarian organisations, providing assistance in emergencies. It needs private donors to help fund its activities around the world. In Italy only 34% of people make charity donations: most of them are women aged 55+. Cesvi wanted to engage younger people. The agency organized and managed a web 2.0 PR action plan to support solidarity awareness among young people and developed a strategic concept to differentiate www.cesviamo.org: Join the Game and Make a Difference! That is: the fund-raiser’s activism becomes a funny bet for CESVI. The agency exploited two current “hot themes” in the Italian media agenda: social networks as virtual places where people meet, share experiences and social networking as the new way of recruitment. After developing the website www.cesviamo.org, to launch it, generate rumours, media coverage and engage emotionally the media community, journalists were invited to a Betting Dinner using a video invitation. The format of the event was a talk show hosted in one of the coolest and most hi-tech venues in Milan and conducted by Giorgia Surina, VJ at MTV. Results: +60 clippings, 108 bets placed, 279 new young donors profiled, +130.000 Euros raised from donors and sponsors, +1,200,000 Euros in free media value.

The launch event: press were invited to a Betting Dinner. To draw their attention and create suspense, they were sent a 'Save the Date' without revealing the name of the client, only asking to put the date in agenda. To remain faithful to the communication mood, a video invitation was shot in which the event’s details were specified. To anticipate the dynamics of CESVIAMO.org, the agency joined the betting game to donate €5,00 for each participating journalist. The video was placed in a website whose link was sent to the media. Journalists could accept the invitation, make their own bet, see the VIP guests, and check the contact details.The format of the event was a talk show hosted by Giorgia Surina, VJ at MTV. She showed how to enter the CESVIAMO.org community and how to play. The debate was very challenging, humorous and positive; Finally, journalists could play as several notebooks were displayed in the venue.Other PR tools: traditional & online media relations, media road shows, partnership with Universities.

The results expected in three months (press review, visits, registrations, bets placed, money raised) were achieved in 30 days.The satellite channel Fox has become involved, making a substantial cash donation and producing a spot, airing it and inviting Cesvi's project director to come on TV to be interviewed about it.108 bets placed279 new young donors profiled+ 60 press clippings+ 130,000 Euros raised from donors and sponsors+ 1,200,000 Euros in free media value