Centro Clinico Nemo Digital, Case study My Voice by McCann Milan

My Voice

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Industry Hospitals, Healthcare facilities & Medical Services, Mobile applications
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency McCann Milan
Chief Creative Officer Alessandro Sabini
Creative Director Alessandro Sabini, Paolo Boccardi, Eoin Sherry, Gaetano Del Pizzo, Gaston Guetmonovich
Art Director Eoin Sherry
Copywriter Curro Piqueras
Production H-Film
Director Mauro Mancini, Joana Skiavini
Released June 2017


LIA Awards 2017
Health & Wellness Devices And Diagnostics Bronze Winner

Credits & Description

A.L.S. is a degenerative desease that affects moving, breathing and ultimately speaking. Which is why Centro Clinico Nemo and McCann Milan ask all patients who could still speak to record everything they might want to say in the future to create "My Voice."
Category: Public Interest, NGO
Media: Digital
Advertiser: Fondazione Serena Onlus, Centro Clinico Nemo
Brand Name: Fondazione Nemo
Brand: Centro Clinico Nemo
Product/service: My Voice App
Agency: McCann
Geo: Italy
Advertising Agency: McCann, Milan, Italy
Chief Creative Officer / Creative Director: Alessandro Sabini
Creative Directors: Guetmonovich Gaston, Paolo Boccardi, Gaetano Del Pizzo
Art Director / Creative Director: Eoin Sherry
Copywriter: Curro Piqueras
Digital Art Director: Giorgia Raffaelli
Graphic Designer: Helena Pinillos
Video Editor: Simone Fatone
Production Company: H-Film
Directors: Joana Skiavini, Mauro Mancini
Web Production: sdm - Interactive Passion
App Production: Nohup s.r.l.
Social Management: Reprise Media
Published: June 2017
The Campaign
The first message banking mobile platform for ALS patients. “My voice”: A solution to speak with your own voice,
for when A.L.S. is taking away everything else. An app where Early-diagnosed patients will be able to record the
things they would like to say forever with their own voice. They can name their files and categorize with colours to
give an emotional sense. The app saves it on a cloud for the future. And if the day comes, the app can be installed
in their communication devices so they will be able to use the audios with their own voice
Creative Execution
We launched a video where we showed the corage of Alberto Spada, an ALS patient that new he might loose his
voice. He decides to write down and record on a studio all the messages he would like to say for ever with his own
voice, so his voice is saved for the future. Once you see his courage we present the app that allows everyone else
in the same situation do the same. And we explain that the app can be intalled in the communication device in the
future. So it really is an alternative way of communicating, by using your own voice.
In the first 48 Hour the video viralized naturally 160 K views. More than 80% organic reach media. Early diagnosed
patients in Italy have already their own user account in the app, and are now saving their messages on their private
This project had 2 objectives. The app was helping early diagnosed patients allreaddy, but it was also giving voice
to a bigger problem, so people could donate to the association. We decided to use the power of social media
relevence to generate a conversation around the problem and the solution. And finaly a web site could help people
colaborate in many different ways. Downloading the app was also collaborating.