Telecom Italia, Italy’s leading telecom company, decided to celebrate the 50th anniversary of Martin Luther King’s “I have a dream” speech.

What would have happened if people in 1963 had the technology available in 2013? Maybe “I Have a Dream” speech wouldn’t have been created by just one person, but by connecting the dreams of everyone.

Our purpose:

demonstrate that modern technologies give us the opportunity to realize M.L.King’s dream of a fairer and more united world.

Our PR goal:

remind our target audience of the the mission of the Company: “Connecting the Country”, not only with technologies and infrastructures but also with social and cultural activities.

Confirm the brand reputation for Telecom Italia as a leading Connections company in Italy.

Target:

private users (not only Telecom Italia clients); opinion leaders; company stakeholders.

?Strategy:

Engage our target audience in a collective project, to prove that technological connections – provided by Telecom Italia - allow us to share our ideas and connect our dreams.

The idea:

transforming “I have a dream” into “WE have a dream” a collective speech created by thousands of people, through the first Social Writing experiment conducted on Twitter.

Creative solution:

A collective speech created by thousands of people, through the first Social Writing experiment conducted entirely on Twitter.

Special Partners:

“Scuola Holden” - the most important writing academy in Italy.

“La Stampa”, Italy’s national newspaper

Outputs:

We developed the portal www.wehaveadream.com to collect all the tweets and short stories generated and sent by users, that created together the collective speech.??

Best tweets composed the collective “We Have a Dream Manifesto”, and were developed by users in 200 short stories, collected in a celebratory e-book, distributed by the Italian newspaper “La Stampa”.

Along with Scuola Holden (Italy’s most important writing academy) we created the portal www.wehaveadream.com.

We associated 10 Italian writers to 10 words that express the values in “I have a dream”.

(words: FAITH, FREEDOM, HOPE, START, JUSTICE, HAPPINESS, BROTHERHOOD, EQUALITY, DIGNITY, RIGHTEOUSNESS.)

For 10 weeks, every day a writer sent a short excerpt on Twitter using the #wehaveadream hashtag and called on readers to join the discussion with their tweets.

Every day, the best tweets were selected by a panel of writers chosen by Scuola Holden. And the authors of the selected tweet was asked to turn their ideas into short stories.

All the stories were published, read and voted on by users.

The 40 winning stories were collected in an e-book distributed by “La Stampa” as a free download.

The best phrases, extracted from 40 stories winners, have finally made up the "We Have a Dream" collective manifesto

A large participation of people who shared thousands of tweets and short stories.

- #WEHAVEADREAM trending topic on Twitter

- Over 5,000 relevant tweet published on wehaveadream.com

- Over 200 short stories created by users and published on the portal

- 22,345,481 Facebook impressions

+ 5.2% Telecom Italia twitter engagement @telecomitaliaTw

176,441 - Page Views on the Portal

(reference period: 7 October 2013 / 26 December 2013)

- 4,398,159 - audience reached by the project

The project was spread by Radio DeeJay, online newspapers (Cosmopolitan; Il Sole 24Ore; La Stampa and others) and hundreds of blogs, magazines and social networks