The Paolo Ettorre – Socially Correct association, in collaboration with Spoleto Festival dei Due Mondi and Legambiente and in continuity with the 2008 and 2009 editions, are promoting an advertising competition to grant a scholarship on a specific topic of social relevance.
The Association was created to remember Paolo Ettorre, who during his career had always stood out for his social sensitivity and commitment by promoting numerous campaigns on issues of importance for society.
The competition is open to Italian and European students who are resident in Italy attending both universities and public or private schools, vocational courses and  post-graduate courses in the area of communications. Each of the members of the winning "creative couple” will be entitled to an unpaid internship in the role of Art Director and Copywriter, in the creative department of the Saatchi & Saatchi’s Agency, in Rome or Milan.
This years social campaign touches a theme of great relevance: sustainable development and environmental impact.
The winning project will be presented during Eugenio Bennato’s concert with the Orchestra Popolare del Sud, Briganti Emigranti  on June 29th in the prestigious setting of the Roman Theatre.

 

Throughout history man has always used every resource at his disposal, without worrying about the possible consequences of his actions. Water, air, land and climate are no longer inexhaustible resources. The whole system in which we live is changing: it has changed the way we build houses and how we conceive our means of transport and mobility. Laws and regulations invite us to save energy and recycle and companies are emerging that offer products to protect the environment. Without even realizing it we have become part of a revolution that concerns laws, values, markets, etc.
But what is the role of each of us? Is there is a sense of responsibility and respect that can draw us and influence our behaviour? Or are we indifferent in respect to these issues? We all know that, to varying degrees, we should start worrying about the effects of our actions and our daily habits in order to improve the quality of life in our cities.
It is necessary to involve and create a sense of responsibility in each one of us, to improve our living conditions and those of our future generations, because people can do a lot even through small daily gestures.
A more responsible use of water, reducing energy use, sorting our waste, consuming less and buying products with a lower environmental impact, avoiding using a car or scooter even for the shortest trips. These are all small and simple gestures that do not impact our daily lives and yet have major consequences for our planet.

The target of the communication project of the 2010 Socially Correct Competition is precisely to raise awareness by involving all Italy’s citizens, inviting them to adopt a new lifestyle for the protection of our environment, our cities, the people who live in them and our families. While any communication project must lead to a transformation, the new Socially Correct campaign should make each of us acquire a different attitude and respect towards the places where we live, whilst rendering our cities more humane and livable. Indifference is no longer sustainable.

The campaign will have to speak to everybody, with special attention to young people.  It will have to develop a civic sense of responsibility and respect towards the environment, our resources and common goods through a message using language and tones that are simple, direct and effective. The campaign will be the bearer of practical advice and become a handbook for small daily gestures that everyone can put into practice.