#DammiPiùVoce (Turn up my voice) is an online fundraising campaign launched for World Down Syndrome day by Coordown, the Italian Organization that champions the rights of people with Down Syndrome.

The campaign featured 50 celebrities. However, at the beginning, they did not know that they would be taking part.

On launch day, on CoorDown.it, 50 people with Down Syndrome each appeared on video appealing to 50 celebrities for a donation. But not of money: they asked them to donate a video. A video in which they, the celebrities, asked for the money to support people with Down syndrome, amplifying their voices. A video, which if then shared via the celebrities' social networks, would have more chance of being listened to.

50 out of 50 celebrities donated a video and shared it on their social networks, including singers Jovanotti and Tiziano Ferro; the star chef Carlo Cracco; the footballers Totti, Zanetti and Materazzi; the Real Madrid coach José Mourinho and the Hollywood actress Sharon Stone. Thanks to the social network shares and all the media coverage, the campaign reached almost 30 million people, half the Italian population. And donations were up 700%, compared to Coordown's previous fundraising campaign.

The results, were amazing, considering that the client didn't spend a single euro to promote the campaign and its success was based entirely on media coverage.

It’s not easy to attract the attention of people when trying to raise funds. That’s why a lot of non-profit organisations use testimonials. In keeping with this, we thought it would be a good idea to use testimonials, but in order to differentiate our campaign from the others, we decided to publicly recruit our testimonials, putting them to the test.

The fact that we didn’t know the number of celebrities who would donate their video attracted the attention of fans and media. Hence, every reply was greeted with enthusiasm. Enthusiasm that we probably wouldn’t have seen with an ordinary testimonial campaign.

50 out of 50 celebrities donated a video and shared it on their social networks, including the singers Tiziano Ferro and Jovanotti; the footballers Totti, Materazzi and Zanetti; the rugby player Castrogiovanni; the star chef Carlo Cracco. The campaign got a lot of attention when the Real Madrid coach Jose Mourinho replied from Spain and when actress Sharon Stone replied from Hollywood.

Thanks to the social network shares and all the media coverage, the campaign reached almost 30 million people, half the Italian population.

And donations were up 700%, compared to Coordown's previous fundraising campaign.