Maybe_admin | 1 March 2023 PORTFOLIO ADMO 2019 Photo & Video ProductionSocial Media Management How do you talk about health problems to those who think it doesn't concern them? Knowledge, emotions, and the desire to make a difference come together in one of those wonderful human mixtures capable of changing things. With this spirit we developed the "Share the best story" communication campaign for ADMO (Bone Marrow Donor Association). The topic is delicate. Bone marrow donation can save those suffering from leukemia or other serious blood diseases. But for high school students, the campaign's target, it seemed like something distant. Something that concerns others. Approach with respect, speak from the heart. The campaign was distributed in all high schools in Italy with the aim of raising awareness among young people on the topic of donation, often the last chance of recovery for those affected, for example, by leukemia or other serious blood diseases. We needed to find the right way to say the right things: speaking to the heart without manipulating, informing without scaring, engaging without being rhetorical. The video tells true stories, those that make you stop and think. And the social campaign brings those stories into the daily life of those scrolling through the feed. "Share the best story" is an invitation to share the most beautiful story you can: the one where you could make a difference for someone else. Without forced heroism, without pietism. Just the concrete possibility of saving a life.