"My blog is my message"

by Eleonora Anello

Telecom Italia, the protagonist in the communication sector by vocation, is committed to the environment through Avoicomunicare. The blog, central point of an ambitious communication project, is a multimedia platform that opens up new areas of confrontation between business and environment.

Explicit the invitation: make your voice heard too. Indeed, in the space dialogue of Telecom, not only bloggers but also prestigious guests alternate that are confronted by live chat.

To deepen the strategy of Telecom Italia, which gives a strong role to a young communication tool as the blog to strengthen its brand and anchor it to a strong ethics identity, we turned to Loredana Grimaldi, Head of Branding, Corporate Identity & Research, External Relations.

"Avoicomunicare" embraces a few months new marketing strategy: from Gandhi to the environment, from the tolerance to the ecology, riding the trend initiated by major international companies. Where does this choice start?
Avoicomunicare, which in these days celebrates his birthday, is a concrete testimony of the importance of dialogue, of listening to each other, of mutual sharing, of the more positive aspects of the sphere of communication of which Telecom Italia is a protagonist. For this reason we have created a space to reflect together raising the issues dear to those who follow us: environment, development, biodiversity, possible balance between different worlds and cultures, peace building through dialogue and knowledge. In recent months we have focused on the environment because the issue there was indicated through a survey from our community. Environment is a priority and un urgency, by suggesting witnesses and facts on topics that visitors have chosen, we hope to have contributed to the discussion and to the resuming: from alternative energy sources to clean woods, from the reduction of CO2 emissions to car sharing.

Among the changes that strike us is certainly a shift from a communication with a strong emotional impact, through a great communicator like Gandhi for example, to the simple blogger, all related to the narrative of small-sized stories in your video interviews. Then no longer to excite your target, but with involve it firsthand in an ambitious project of environmental communication?
Avoicomunicare outset has been an area of dialogue open to all, the exceptional strength of Gandhi’s communication, to which we've inspired, is in its "my life is my message." We believe that major changes can not be achieved without free expression and the contribution of anyone who has experience, ideas and proposals to be pool. For discussion on the environment involvement from the bottom and information are very crucial, because what is to be changed is the daily behavior of individuals, as well as the choices of a general nature. One of our small contribution to this is the "Carbon meter" with whom in Avoicomunicare anyone can measure its environment "footprint".

Plans for the future?
Avoicomunicare will continue to seek the confrontation and the involvement of those in the network are committed to the environmental issues and will listen of the themes that the same "network" will suggest from time to time. Soon we should begin a new phase with several news that we do not want to reveal yet ... In addition a special attention will be placed also in expanding our presence in the social networks, now we are on Youtube, Twitter and Facebook where in these days, among the first in Italy, we have made available to fans an interesting experiment in “increased reality”.