Fondazione ANIA: “I dissuade” – Campaign. A high-impact integrated communication campaign to reduce overall mortality and injuries on Italian roads.The communication concept became an Integrated Campaign developed into above and below-the-line activities:- Above-the-line activities: Advertising Campaign on main Italian printed media- Below-the-line activites: – Mass Choreography Event in Rome– PR Campaign (Media Relation Campaign, Institutional relation activity, On-line communication activity)

Media Relation Campaign:- Desk activity with national and local press releases to announce the project- One to one interviews on local/regional newspaper - TV talk show participations - Working lunch with international media- Press conference - Event coverageInstitutional Relation Activity- Presidency of the Republic Italian President – Giorgio Napolitano - Government. The Presidency of the Council – through the commitment of its undersecretary Gianni Letta- Parliament, MPs, other institutions. The Campaign was presented to important MPs and authorities.

Many top institutions participated as speakers to the Rome Event to endorse the initiative:- Road-victim families associations. An ad-hoc event to present the initiative to all of the most important associations.

On-Line communication activity with the main social media and communities:- Teasing campaign with the announce of the project- Communities involvement and endorsement- Social media and community management

MASS CHOREOGRAPHY EVENT HIGHLIGHTS:The first human chain of dissuaders, thousands of dissuaders lying on the road stand as a symbolic moment entertainment: Eugenio Finardi and Max Gazzè offered a musical performance at the end of the event.

MEDIA RELATION HIGHLIGHTS:- Numbers of articles/TV broadcast: 204- Readership: 129,062,992INSTITUTIONAL RELATION HIGHLIGHTS:- Presidency of the Republic's message.- The Presidency of the Council's patronage- Rome Major's PatronageON-LINE COMMUNICATION HIGHLIGHTS:Twitter- Following: 1.960- Followers: 522- Tweets: 117Facebook- Account page: 1.633 friends- Fan page: 489 people- Group page: 1.247 peopleNetlog- Friends: 131- Friend groups: 32YouTube- Video upload: 12- Total views: 2,500Blogs and Forum- Messages posted: 40- Conversation activated by users: 18