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"Communication is Life"

07/15/2008 - 00:00 AM

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“Communication is Life” is the slogan the Telecom Italia Group has adopted for its most recent advertising campaigns, highlighting the vital value of communication in our lives.

The hard-hitting 2003 campaign prompted people to consider the fundamental role communication plays in our lives. The world would make no sense without words: if our newspapers were blank, computer screens dark and road signs devoid of meaning.

The 2004 advertising campaign ushered in a new approach by drawing an explicit link between the Telecom Italia Group and technological innovation. What kind of place would the world be if modern communications technologies had been invented earlier? Set against the backdrop of Red Square and Times Square during the last world war, the key icon of the spot was Mahatma Gandhi, preaching the universal values of peace and fraternity.

Directed by established Hollywood talent Spike Lee, the video caused a real stir. The question “If he had been able to communicate like this, what would the world be like now?” set off a lively debate on the social value of communication, with positive and negative proponents.

Most certainly, Telecom Italia succeeded in achieving its corporate objective: the company reiterated the significant role it plays as a major communications enterprise, and its key impact on Italian development and affluence.