WHAT A WONDERFUL WORD Can a nice word change the world? BACKGROUND More than an automotive brand, Lancia has become through years a true ambassador of beauty in the world, making of its own beauty a resource to fight for people who risk losing their own one: women affected by female cancers. CONCEPT Nice words have a great power: they urge us, they help us, they make things going on. EXECUTION What a Wonderful Word is the first fundraising based on nice words. We selected all the fine and positive words that users dedicate every day to Lancia on its social channels, we counted them and we finally turned them into a donation to allow female cancer research going on. A first series of IG Stories and Facebook Videos was posted both to generate buzz around the activity and to make users comment with as many nice words as possible. The storytelling of the entire project has been then given to three Pink Ambassador, women cured of cancer, who explained the project in a video hero, starting from a nice word that helped them keep fighting during therapy. Even the research can be moved forward with nice words, just like the rest of the things.