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"Music to Remember"
Charity project in benefit of Fundación Reina Sofía
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Inma Shara is one of the few female orchestra conductors in the world, and one of the youngest. Amongst many other orchestras, she has conducted the Israel Philharmonic Orchestra and the London "Philharmonia".
Fundación Reina Sofía's Project Alzheimer consists in a socio-sanitary conception that attempts to face up to the consequences of Alzheimer in patients as well as in their immediate family.
ENDESA is the largest electrical company in Spain and the first private electrical company based in Latin America. It is an electrical operator of relevance in the Mediterranean's European arc, with emphasis in Italy. Furthermore, its presence in the Spanish natural gas market is increasing and it enjoys an important level of development in the field of renewable energies.
Other entities involved in the project were the newspaper El Mundo and Telemadrid.
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Fudación Reina Sofía needed to get funding for the building of a socio-sanitary centre to help fight Alzheimer.
Endesa wanted to fulfil a series of HR and Communications actions that would strengthen its image as a socially involved business.
Endesa, as a patron of the arts, was interested in bringing the Spanish audience the possibility to listen to one of the best orchestras in the world live.
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Project Alzheimer´s Socio-sanitary
Installations
Royal Philharmonic Orchestra of London
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The social responsibility initiative Musica Para No Olvidar emerges from Thinking Heads as a response to Endesa´s communication strategy.
In addition to Endesa´s support, the sponsorship of major media outlets Telemadrid and El Mundo is achieved.
As a result, the celebration of the concert and the funds raised in favour of Fundacion Reina Sofía generated extensive press coverage far beyond the collaborating media.
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In order to guarantee its success, we constituted a team of 12 people who were divided in the following way:
- operations and logistics (3),
- communication (2),
- graphic design (2),
- audiovisual production (1),
- protocol (2) and coordination (2).
Effort was placed in the communication of the project, in order to promote the success of the concert itself (massive audience presence) as well as to ensure the coverage in the media that the sponsoring entity was seeking.
Three routes for the attainment of funding were established: concert ticket sales, donations to row zero and profits from the selling of the live concert DVD.
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Programme for the concert on 11th April
DVD Press advert
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The amount raised through the selling of tickets and donations to row zero greatly surpassed the most optimistic expectations. This amount was donated in its entirety by Endesa to Fundación Reina Sofía.
The project had great media impact and thus Endesa linked its image to a solidarity initiative promoted by HM the Queen.
Inma Shara gained relevance within the international classical music circuits after conducting the London Royal Philharmonic Orchestra and the soloist Mischa Maisky. Furthermore, other large businesses have contacted Thinking Heads to start up similar initiatives.
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Publicado en El Mundo
(12 de abril de 2007)
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