Company: ATREVIA COMUNICACIÓN S.L.U.
Company Description: ATREVIA is the largest Global Communications and Strategic Positioning company in Spain. With almost 400 professionals, made up of 30 nationalities and multidisciplinary profiles, we provide comprehensive solutions in more than 20 areas of expertise through our Marketing, Communications, Public Affairs, Corporate Culture, and Monitoring and Tracking Social Trends divisions.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Disease Education & Awareness
 Nomination Title: "Al fondo a la derecha" (To the far right)
- 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:
The "Al fondo a la derecha" project launched its first season in November 2021, debuting its first podcast on the IVoox and Spotify platforms. From November 2021 to December 2022, a range of comedians joined host Agustín Jiménez to discuss various aspects of men's health, including urinary incontinence, the importance of seeking medical advice, and issues related to the prostate and visiting the urologist.
- 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 187 words used.
Essity aimed to raise awareness about urinary incontinence and introduce its TENA Men products to men between 50 and 70. To achieve this, the company launched the monthly podcast "Al fondo a la derecha," hosted by renowned humorist Agustín Jiménez, which uses branded entertainment to normalize the condition and expand knowledge about the company's products.
Urinary incontinence is a common but under-discussed condition that can cause significant psychological distress, including anxiety, insecurity, and depression in men, significantly impacting their life. By using humor, this podcast aims to break down taboos, eliminate shame and fear, and encourage men to speak openly about this condition.
Featuring a variety of guest comedians, the program covered various men's health issues, including urinary incontinence, prostate check-ups, and the importance of visiting a urologist. The show's lighthearted approach makes these topics more approachable, allowing men to discuss their experiences without feeling embarrassed.
The "Al fondo a la derecha" podcast effectively raises awareness about urinary incontinence and promotes Essity's TENA Men products. With its unique blend of humor and information, the show successfully delivers its message, normalizing the condition and supporting those suffering.
- 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 197 words used.
Comedy has been a key element in achieving the various objectives of the project, which include raising awareness and visibility of urinary incontinence, normalizing and breaking taboos around men's health, and promoting TENA Men products to their target audience.
The first season of "Al fondo a la derecha" launched in November 2021, with 11 comedians and one psychologist accompanying host Agustín Jiménez on the show between November 2021 and December 2022. All episodes of the show can be found on the website https://alfondoderecha.com/.
The episodes of "Al fondo a la derecha" covered various topics related to men's health, including urinary incontinence and other medical conditions. The show aimed to use comedy as a tool to break down barriers and make these topics more approachable and less stigmatized.
In November 2022, on the occasion of Men's Health Month (Movember), an event was held to which journalists and TENA stakeholders were invited. Five regular program collaborators and Agustín Jiménez participated in this gala in Open Mic format. In addition, TENA made a charitable donation of 1,000 euros to the Movember Foundation. This event was broadcast as a special episode and was the 13th of the season.
- 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 2019. 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 188 words used.
The goal of the podcast was to bring visibility to a medical condition that often causes anxiety and discomfort to those who suffer from it. By presenting the topic in a normalized way, the podcast aimed to help listeners and their families understand and accept this condition as a part of life rather than a nightmare to be endured.
The podcast also sought to raise awareness of the importance of early diagnosis and treatment. The podcast aimed to empower those suffering from the condition to seek help from specialists and improve their daily experience by providing information about the symptoms and available products to enhance their quality of life.
The podcast's success was significant, with over 60,000 listens on iVoox and Spotify between November 2021 and December 2022. The "Open Mic Special" episode of the Movember event also garnered nearly 4,000 listeners, while a mention of the podcast by Agustín Jiménez on El Hormiguero reached nearly two million viewers.
In addition, the podcast received coverage in various media outlets in the sector, such as Consejos de tu Farmacéutico, Infosalus, PM Farma, El Médico Interactivo, among others.
- 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):
| Attachments/Videos/Links: |
|---|
|
