CIAI's new social media campaign 'Letter to Myself'

Re-living the thrill of becoming adoptive parents in a touching, authentic video experiment


MILAN, 27 November 2014 – No matter how much time has passed, reliving the moment in which you realize that you are about to become a parent triggers a whirlwind of memories and emotions that is so profound and authentic it cannot be deliberately hidden or faked. This is precisely what led to the unconventional approach of Ogilvy & Mather Italy and Centro Italiano Aiuti all'Infanzia (CIAI) to dealing with the delicate issue of international adoption in their new social-media campaign entitled “Lettera a me stesso” (Letter to myself) featuring five real-life stories of adoption as told first-hand by the parents themselves, starting from the day on which their adoption requests were accepted and their lives were changed forever.

CIAIThe video for the campaign, which has been online since Thursday, November 27th, on YouTube, on the CIAI’s Facebook page (, and on the dedicated mini-site for the campaign (, breaks from the norm and allows the unfiltered spontaneity of those who have experienced the joys of adoption – as well as its anxieties and challenges – to testify to what a great experience it is, as well as to the capabilities that the CIAI has developed in its 46 years helping families “in the field” before, during and, above all, after adoption. Aimed at capturing the authenticity of the stories and their emotions, this fresh approach was carried out in the form of an experiment.

“We have learned a great deal in these 46 years of working along side children and their families,” said Paola Crestani, president of the CIAI. “We want to share all of our experience with families embarking upon the wonderful, challenging adventure of adoption so that they feel the support of others who have managed to do the very same thing.”

CIAIFor the video, which was directed by Edo Lugari, five adoptive parents were asked to write a letter to themselves, imagining that they could send it back in time to the day on which their adoption requests were accepted, but they were not told what was to be done with these letters. The result was a heartwarming mosaic of five voices, interwoven to tell a common story, one that conveys a message of great strength and optimism without an ounce of rhetoric: no one ever said that being adoptive parents would be easy, but it is absolutely possible.

“The most complicated aspect of the project was getting the adoptive parents involved, but telling them only that it was to be a video to promote awareness of the CIAI,” explained Giuseppe Mastromatteo, Chief Creative Officer for Ogilvy & Mather Italia.“That made filming a real journey into the unknown, both for us and for the parents. They didn’t know what would be expected of them, and we had no idea how it would all come out.”

“It was the first project of its kind for the CIAI, an association we have been working with since 2000, and we are happy that they were so enthusiastic about our proposal,” added Alessandro Pierobon, General Manager of Ogilvy & Mather Advertising.“Our non-profit clients give us the opportunity to try out new ideas while working on a limited budget.That’s a powerful stimulus for creativity and one that, over the last two years, has placed us on shortlists with the campaigns Happy New Year for Emergency and Operation Hunger for ActionAid.”


Ogilvy & Mather Italia : Giuseppe Mastromatteo, Paolo Iabichino (Chief Creative Officers), Letizia Bozzolini (Senior Art Director), Serena Pulga (Senior Copywriter), Michele Urbani (Digital Art Director), Lavinia Francia (Digital Senior Copywriter), Stefano Romanazzi (Account Supervisor), Francesca D’Agostino (TV Producer), Barbara Falanga (Community Director), Giada Pastorino (Front-end Developer).

Mercurio Cinematografica (production company): Francesco Pistorio (Executive Producer), Edo Lugari (Director), Marcello Dapporto (DOP), Danielle Joujou (Producer), Luca Vitetta (Set Designer), Maria Helena Pistorio (Costume Designer), Pina Salmoiraghi (Production Director), You Are (Post-Production), EleonoraCau (Editing)

Original Soundtrack: Stefano Pulga for StepStudio

About the CIAI
CIAI is a non-profit, non-governmental organization that is also apolitical and non-denominational and has been working since 1968 in both Italy and around the world to ensure that every child is treated as a human being and is granted his or her fundamental rights.

The efforts of CIAI encompass a full range of direct, concrete initiatives in the fields of health care and nutrition, education, child protection, and social inclusion. The organization has development cooperation projects and remote support programs and is authorized to provide international adoption services in Italy, where they have been helping families before, during and after adoption for 46 years.

About Ogilvy & Mather Italy
Ogilvy & Mather Italy is one of the largest marketing communications companies in the world with more than 500 offices in 126 countries.It was named the Cannes Lions Network of the Year for three consecutive years (2012, 2013, and 2014) and the EFFIEs World's Most Effective Agency Network for two consecutive years (2012 and 2013).
The company provides a full range of services to both international and local brands through the group’s various disciplines:Ogilvy & Mather Advertising, its advertising arm; OgilvyOne, specialized in Customer Engagement; Neo@Ogilvy, specialized in digital media; OgilvyHealthworld, specialized in marketing for the health and wellness area; Geometry Global, specialized in brand activation; and Aida Partners Ogilvy PR, the affiliated public relations firm.Over the years, other specialized units have also been created in order to broaden the offering of services:Social@Ogilvy, for social media marketing and communication; OgilvyConsulting, for a full range of CRM and consulting services; OgilvyEntertainment, for branded content; and OgilvyRed, a strategic multidisciplinary unit.For more information:

For more information, contact:
Donatella Ceralli
Via Bordighera 6, Milano
Tel 02 84844429 346 9903573

Arianna Vetrugno
Ogilvy & Mather Italy
Viale Lancetti 29, Milan (Italy)
Tel. +39.02.60789.426

Gabriele Ciullo – Andrea Bianchi
Aida Partners Ogilvy PR
Via Pomponazzi 9, Milan (Italy)
Tel. +39.02. 89504650

Contact: Arianna Vetrugno
Date: November 27, 2014
Office: Ogilvy & Mather Italia