Nemo, a clinic treating ALS patients, found it hard to raise funds in a
country with as many NGOs as Italy and therefore decided to launch a
campaign different and exciting enough to attract nationwide attention.
It asked people to donate not money but their voice, loss of voice being
one of the consequences of ALS. Those participating were invited
to donate a word by downloading an app costing €2, which became
the most downloaded app in the country, making the project a big
success – and creating an entire spoken vocabulary built from words
contributed by “voice donors.”

Damian Nunez: “The cleverness of this idea lives in the rethinking of
the donation process. I personally think it is brilliant and was really
nicely executed.”