3) In order to gain total acceptance of this change, it was necessary to make information available to the entire population; information that explained the practical aspects of the changeover, that appeased doubts, that gave reassurance and confidence. By achieving these objectives we were able to create a favourable environment, ready for the introduction of the new currency. 4) It was clear that as the arrival of the new currency drew closer, information offered to the public regarding the Euro would increase dramatically: large investment institutions such as ABI (Associazione Bancaria Italiana) and BCE (Banca Centrale Europea), would transmit messages and information pertinent to their services. Above all, the mass media in the weeks leading up to the arrival, would bombard the population with messages, articles, interviews, services, etc. Thanks to the complete diffusion of Television, no Italian would be left without the basic information. With this in mind, we felt it opportune to select and fine-tune information according to theme and medium, in order to avoid unnecessary overlapping by identifying appropriate formats and timeslots we were able to effectively convey the message to a selected and attentive audience. 1) As the arrival of the Euro drew closer, we entered into a new phase of our communication strategy. Our objectives for this phase may be outlined by the following: a) TO INFORM: this being a primary aim, it was observed that the public as a whole was still not satisfactorily informed. It was our task, therefore, to assess whether the reasons for this gap were due to misunderstanding, avoidance or lack of awareness, and to develop appropriate strategies to abridge the gap. b) TO PERSUADE PUBLIC OPINION: although a large portion of the public was optimistic about the arrival of the Euro - young people who confront change without trauma and more receptive to the issues due to education - there still remained a section of the community that was sceptical, worried or apathetic, creating a feeling of confusion about the arrival of the Euro. To confront these more emotive issues, and to successfully persuade public opinion towards a positive outcome, we designed the spot "The first day of the Euro" to reflect an every day situation familiar to all Italians. These scenes amalgamated the flow of everyday life with the arrival of the Euro. The rhythm of daily life was underlined by the accompaniment of an original composition by composer Enrico Morricone, and emphasised the point that nothing will change or rather "We are changing to Euro, but our lives will remain the same". 2) This campaign was unique to its genre considering that the product itself was so unique. The message we were entrusted to communicate did not conform to the idea of individual or subjective choice. The Euro was destined to become part of our daily lives, and therefore had to be accepted by everyone from necessity and not by choice. Therefore, the messages we delivered had to simultaneously persuade public opinion towards a positive outcome, and encourage understanding and acceptance of this epochal change.

1) As the arrival of the Euro drew closer, we entered into a new phase of our communication strategy. Our objectives for this phase may be outlined by the following: a) TO INFORM: this being a primary aim, it was observed that the public as a whole was still not satisfactorily informed. It was our task, therefore, to assess whether the reasons for this gap were due to misunderstanding, avoidance or lack of awareness, and to develop appropriate strategies to abridge the gap. b) TO PERSUADE PUBLIC OPINION: although a large portion of the public was optimistic about the arrival of the Euro - young people who confront change without trauma and more receptive to the issues due to education - there still remained a section of the community that was sceptical, worried or apathetic, creating a feeling of confusion about the arrival of the Euro. To confront these more emotive issues, and to successfully persuade public opinion towards a positive outcome, we designed the spot "The first day of the Euro" to reflect an every day situation familiar to all Italians. These scenes amalgamated the flow of everyday life with the arrival of the Euro. The rhythm of daily life was underlined by the accompaniment of an original composition by composer Enrico Morricone, and emphasised the point that nothing will change or rather "We are changing to Euro, but our lives will remain the same".