#SonoMoltoaltro (I am much more)

Context
AISM – Italian Multiple Sclerosis Society decided to create an Instagram series about life, desires and needs of kids with MS. The goal of the video clips is to encourage the youngest (age 13-18) to be informed on the disease and share their experience, tearing down taboos and facilitating a discussion on the different topics. The project #SonoMoltoaltro (in English: I am much more) offers teenagers, with or without MS, a positive journey of “media education” and the chance to experiment good practices on social media.

Process
The fundamental starting point has been listening to the kids’ direct experiences with the disease, the bedrock of the whole work by AISM. We then picked the five themes of the clips and the hashtag of the campaign: #SonoMoltoaltro. The illustrative and narrative language is another key element of the series: the approach is very pop, colorful and with characters appealing to a younger audience.

Solution
Five mini clips to be shared on AISM social media. With different stories and characters, they help telling the daily life stories of teenagers with MS. Each video, with irony and sensitivity, wants to debunk myths, convey strong and encouraging messages, inform and stimulate kids’ curiosity.