White paper on creativity - ebla center

Chapter 10(Gadotti, 2001, p. 16). This fieldincludes public administrationstructures, government-controlledbodies, large institutions, politicalparties, associations, representativeorganisations and non-profitorganisations.These players are often flanked,however, by public or privatecompanies, which thus operate insidethe market on non-profit initiatives.Here, for example, we have supportactivities for social causes pursued bycompanies also through cause-relatedmarketing(Dash/Abio,Pomellato/WWF,andSvelto/Comunità Sant’Egidio andOpera San Francesco, to mention but afew), but also activities aimed at raisingpublic awareness on social issues (e.g.the Heineken campaign against drinkand driving).The objectives of socialcommunications – mainly aimed atannouncements of identity, increasingvisibility, or fundraising and focusingpublic opinion on social issues andthemes (values/rights) – are achievedby using tools typical of commercialadvertising, the same media, and oftenthe same advertising agencies.In the 1990s public serviceannouncements were given a legalframework (Law 241/1990 to Law150/2000) and offices for relationswith the public were created(Legislative Decree 29/1993). Tounderstand the specific features ofpublic communications we askedRoberto Grandi to describe the profilesof "creativity" in Italy in the sector ofsocial, political and institutionalcommunications.Profiles of creativityRoberto GrandiThe three sectors making up public communications are also diversified in terms of theirprofiles of “creativity”.As far as social communications are concerned, endowing the communication processwith a healthy dose of “creativity” is considered a powerful way of enhancingcommunications. In this sector the activity refers to the stages of conceiving, producingand conveying the various texts. “Social” customers make it impossible to innovate – attimes radically – the content, the means of expression and media used, and thereforemarketing advertising and public relations, with a special focus on the media and theconstruction of events.The communications of public institutions have very varied objectives – from serviceannouncements to information for citizens – and are used by very different institutions(in terms of size, mission, and structures). This leads to a rather patchy use of creativecommunications tools. The creative profiles are thus involved in constructingcampaigns, creating events and also organising participatory democracy throughinnovations in communications which lead to inclusive processes. Creativecommunication methods are used less in internal communications.WHITE PAPER ON CREATIVITY 244