Company: LLORENTE Y CUENCA MADRID, SL
Nomination Submitted by: LLORENTE Y CUENCA MADRID, SL ESB82894122
Company Description: We are a global communication, digital marketing and public affairs consultancy firm that helps our clients take proactive strategic decisions, with the necessary creativity, innovation and experience. We contribute to ensuring that our clients achieve their short-term business goals and set out a roadmap to defend their social license to operate and enhance their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Content Marketing
 Nomination Title: THD: The Hidden Drug
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 141 words used.
No one could imagine that a drug can be used to raise awareness of a larger problem. This is exactly what THD - The Hidden Drug- has done.
The Hidden Drug is a project that was born to highlight the consequences of what polarization is causing in our society.
After conducting a study recollecting more than 600 million data, in more than 12 countries, we found a very interesting conclusion: polarization is addictive and it has grown by 40% in recent years.
Together with neuroscientists, sociologists and experts in the field, we detected that this phenomenon was happening because polarization causes the same effects as a common drug.
With each interaction of individuals, polarization activates their opioid receptors generating endorphins and serotonins that cause the same effects as a common drug. With these results, we create the global campaign of THD.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 232 words used.
We approached our campaign from a hypothesis that we were able to contrast thanks to Big Data and Artificial Intelligence techniques. We analyzed more than 600 million messages on social networks collected between September 2017 and August 2022 in Spain and in Latin America countries such as Argentina, Brazil, Colombia, Chile, Ecuador, United States, Spain, Mexico, Panama, Peru, Portugal and Dominican Republic.
After analyzing the data, we discovered that the level of polarization in Spain has grown by 35% in the last five years (40% in Latin America) and more and more people are exposed to this global phenomenon, one of the great threats of this century. Since the arrival of the pandemic, the level of involvement or engagement in conversation that generates division is growing at levels of 19% per year. In addition, polarization already affects 1 in 4 people in the world and by 2040 it is expected to be 2 in 4.
With the data obtained, a global campaign was launched in 12 countries, which included a media positioning strategy, spokespersons and social media actions with ambassadors. An audiovisual piece was also produced to reinforce the campaign.
About social conversation we managed to generate a conversation that even ended with the shipment of packages of this drug to politicians and with the response, in the form of a campaign of its own, of one of the main polarazing parties.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 244 words used.
Faced with this problem, we developed a campaign in collaboration with neuroscientists, sociologists, psychologists and data experts. The initiative posed an uncomfortable reflection: it compared polarization to common drugs. The study and the campaign warned that this phenomenon can be addictive and cause the body, like some drugs, to activate substances such as dopamine or endorphins, which in turn activate opioid receptors. This can result in symptoms such as loss of control, absorption at the mental level or severe alteration of the person’s daily functioning. This effect of contact with polarization means that just decision-making under drugs is not ideal, neither is it ideal under the effects of polarization.
Produced in collaboration with Petra Garmon, the campaign includes, among other contents, the creation process of THD (The Hidden Drug), that "drug" that we consume without realizing it when interacting with polarizing contents, and a powerful series of explanatory pieces with experts such as Mariano Sigman or Cristina Monge.
THD had a great reception in the media, generating a social debate present in various types of digital, television and print media. More than 1,800 million impressions and 530 impacts were achieved in national and international media. In addition, the video piece has achieved more than 6.3 million views and there has been a 240% growth in searches for the term "polarization" during the campaign. Finally, the success of the project has been such that it has exceeded 2 million euros in earned media.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
30/11/2022
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