The number is impressive in itself, but you don’t judge a tree by its fruits, you have to look
at its roots. And the roots of social communication are often weak.
For this reason, is not sufficient to follow
the positive trend: it needs a stronger foundation.
Although the term “foundation” is fundamental,
it points to an exciting reality: the communicators (not only in advertising business) have in their hands a powerful tool, a tool that can really create new ways of thinking inside society and thus make a big difference.
Therefore, we need to use these tools.
To mobilize. To create.
Create: the other determining part of the contest.
Communicating significant social themes
is not a task like any other, but a free creative process which is potentially very meaningful.
This is the very sense of the contest:
making brilliant creativity which can address
and confront emotional and crucial issues.