The video spot created for the integrated communication campaign dedicated to bequests ‘Cosa do you do after life?’, launched by the Ail – Italian Association against Leukemia, Lymphoma and Myeloma. “Making a solidarity will in favor of Ail can help change the lives of patients who fight against blood cancers every day – says Giuseppe Toro, national president of the association – Ail has seen a significant increase in proceeds in recent years from charitable bequests: this has allowed us to support and increase important research and assistance projects. All this is possible thanks to a gesture of trust and generosity that allows us to plan long-term interventions and guarantee therapeutic and healthcare continuity over time” .
In most cases – explains the Ail in a note – the testators, mainly women, leave their wishes by writing a holographic will in their own hand and often choose to donate part of their assets to multiple non-profit organisations. In 2022, the funds from solidarity bequests allocated by the association, collected by the national headquarters and the 83 provincial sections, exceeded 2.5 million euros. In the last 10 years, thanks to the generosity of many Italians who have chosen to remember Ail in their last wills, the national headquarters has handled a total of more than 100 testamentary procedures with a total proceeds from solidarity bequests of 8,034,288 euros, attesting to a gradual increase equal to 600%. Also thanks to solidarity bequests, today Ail can finance assistance and research projects of high scientific and health value throughout Italy. Annually (2022 data) the association supports 111 hematology centers, guarantees home care to 1,502 patients in 26 provinces, welcomes 1,330 guests at Ail accommodation homes in 33 provinces across the territory, offers support to 7,303 patients and family members/caregivers through the provision of social care services during all phases of the disease. An associative heritage that is transformed into greater knowledge, patient care and more effective and innovative therapies.
The new communication campaign, entrusted to Lateral Creative Hub, a communication and branding studio led by Federica Bello and Francesco Fallesi, is a succession of scenes full of life, stolen moments and spontaneous gestures. The meticulous iconographic reconstruction and photography take on a cinematic language, immersing the viewer in the 50s, 70s, 90s and up to the present day, and then projecting him towards a possible tomorrow in which to believe. The initiative benefits from the patronage and collaboration of the National Council of Notaries. The campaign is on air from 22 October on the main television stations, digital channels, press, radio, cinema and posters. The video version was produced by Sedici:9 and bears the signature of director William Zanardi. The print declination proposes the question again through intense portraits that bear the signature of the photographer Carlo Furgeri Gilbert.
As Rita Smoljko and Daniele Scarpaleggia, respectively Ail communication manager and project coordinator, point out, “the bond between the two friends” protagonists of the campaign “reminds us that in the most delicate moments of our lives it is essential to have someone close to us who we trust, who it stimulates us and helps us make the right choice, even when it comes to contributing to creating a different future: a future without blood cancer.”
Making a joint will – the note clarifies – means remembering in one’s will, as heir (inheritance) or legatee (legacy), one or more associations, organisations, bodies. It is a simple and non-binding gesture in favor of future generations, which can be modified at any time, without damaging the rights of the heirs, respecting the quotas established by law. Large assets are not necessary. You can decide to leave even just a small sum of money or a movable asset (work of art, jewellery), an immovable asset (apartment), severance pay (TFR) or even shares and other investment securities. It is possible to do this at any time, choosing whether to write it yourself (holographic will) or have it drawn up by a notary in the presence of witnesses (public will). Both of these wills will only take effect at the time of the opening of the succession and it will always be possible to modify, cancel or replace them. The law protects the heirs and reserves, however, to the subjects defined as ‘legitimate’ – i.e. the spouse or the civilly united person and the children – a share of the inheritance (legitimate share), which the testator cannot freely dispose of.
Anyone who today decides to include a bequest for Ail in their will can do so with the knowledge that the resources they will entrust to it will be used with rigor and transparency – the association assures – to support the best projects in the hematological field.
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