Communication Campaign

INSTITUTIONAL CREATIVITY

With an essentially institutional slant, the first campaign focuses on the strategy and key objectives of the National Operational Programme for "Research and Competitiveness" 2007-2013.

The central element of the diagram is constituted by a tree, chosen to reflect the "fruits" which are being produced, thanks to European and national contribution through the Programme, in the various fields of action:

health, energy, environment, food, transport, culture, smart cities, social innovation.

The logo placed at the base of the tree constitutes its roots and soil, key elements which give rise to growth, furthermore restoring, by its diagonal position, the idea of dynamicity, development and shared innovation.

Headline:"We support innovation to develop the future"

Subheading:"MIUR promotes new ideas to improve citizens' quality of life"

"SMART CITIES"  CREATIVITY

With a communicative slant, aimed at evaluating the objectives of the 'Smart Cities' line, this type of creativity focuses on innovative action for smart cities.

The diagram is enriched with contextual elements which reflect an urban space in which, thanks to innovation and research, quality of life is improved. The fruits of the tree correspond to the thematic clusters of the Action Line: public administration, environment, mobility, energy, waste management, health, culture and tourism, school.

Headline:"We support innovation to improve cities"

Subheading:"MIUR promotes eight new projects to improve citizens' quality of life"

"TRANSPARENCY"  CREATIVITY

The third type of creativity concentrates on transparency in the management and governance of the NOP. Designed for printed paper, it aims to generate curiosity and interest in the reader through the "teaser" technique which involves a first "announcement" message, followed by a second "affirmative" message.

Headline teaser:"Would you like to know how we invest public funds in innovation?"

At this point in the headline a response is given on the second page, where the theme of transparency is reprised more completely through a description of how to find out about concrete choices and initiatives in the field of NOP management.

The change of background colour creates contrast and focuses the attention on the text.

Headline affirmation: "With us you can find the answer."

Body copy:Transparency is a right, being informed is a responsibility: it is with this idea that we have structured the NOP for Research and Competitiveness 2007-2013 portal. Where everyone can find out about the initiatives we support, check on the management of funds and the progress of the Programme, access published data in open formatand in accordance with Lgs.D. 33/2012. And where we collect and publish the direct testimonials of beneficiaries.