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: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations
 Nomination Title: TOTTO VS BULLYING, BREAKING SILENCE TO SAVE TEEN LIVES
- 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 first question: Specify the date on which this campaign or program was launched:
Totto vs. Bullying, originally launched as 'Say it all against bullying' in November 2019, presents activities and results from the beginning of 2020 in accordance with the requirements of question d.
- 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 243 words used.
According to the World Health Organization, bullying is the leading cause of teen suicide. In the 2010s, information about individual bullying cases and their impact on children and families began to spread widely in the Spanish media. However, these cases only came to light when the situations had already become severe and, in some cases, had resulted in dramatic consequences.
A similar issue was identified with the available incidence data at the time, which primarily relied on two main sources:
- complaint statistics by National and Local Police Corps and Civil Guard (1,054 cases in 2017, last data available)
- data provided by calls to Fundación ANAR related to bullying received at its ANAR Phone to Help Children, Teens and Families (590 cases in 2017)
Both sources only captured the number of bullying cases reported by children or their families, revealing just the tip of the iceberg of a much worse, undetected situation.
Bullying is a social process that causes severe suffering for the victim long before they can openly talk about it with their family, school, or authorities - if they ever do so.
Totto, the leading school backpack brand, joined forces with the parents’ educational community Educar es Todo, ATREVIA as a communication agency, and digital agency MWLB to launch Totto vs Bullying - initially called Say It All Against Bullying. Their mission? To shatter the deafening silence surrounding bullying and, as a first step, expose its true incidence and social impact.
- 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 218 words used.
Totto vs Bullying was born as a platform dedicated to creating awareness about the reality of bullying among Spanish youth and combating it as a society. This long-term project, an integral part of Totto's corporate social responsibility, was financially supported by the brand and had no commercial aims. The initiative's planning entailed having a site specifically dedicated to the platform where all the information could be gathered and made available for families, the education community, institutions, the media, and society at large.
Totto vs Bullying wasn't just about gathering data on the incidence of bullying - it aimed to provide a comprehensive understanding of the issue. The plan included conducting regular surveys that would consider not only the frequency of bullying but also its causes, perceptions, and responses from the educational community. With the flexibility to address emerging concerns, the initiative aimed to provide not just national but regional data, enabling each region to understand its unique challenges.
To achieve a complete picture, it was crucial to gather information from children first-hand (with parental permission), in addition to parents and teachers. But Totto vs Bullying didn't stop at data collection - it was designed to help combat bullying. The initiative featured inspiring testimonies, empowering messages, support merchandise, and an award to highlight and commend initiatives fighting against bullying.
- 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 248 words used.
Since 2020, Totto vs Bullying has led public opinion awareness on bullying in Spain, with:
- Site https://tottovsbullying.es/ and previously https://dilotodocontraelbullying.es/, to share all about the initiative, gather empowering testimonies, provide advice and tips, etc.
- 2 surveys among parents, teachers, and students, with national and regional data on the incidence, causes, perceptions, responses, agents involved…
- 2 awards editions of Totto vs Bullying, which recognized initiatives to combat bullying, created by students, teachers, schools, institutions, companies and media
- Extensive work on PR with media to leverage the awareness of society and highlight the best initiatives to show examples to be followed and implemented. With hybrid media presentations, interviews, testimonies, design pieces to share in parents groups of whassup…
Some results:
- PR coverage of the initiative reached +119 M people (2.5x Spain's population) through TV talk shows, radio, magazines, daily newspapers… both national and regional
- An impact -only through gained media- of >5,5M € on Advertising Equivalent Media
- Mapped the problem of bullying in Spain and made society reflect
- Detected new concerns, such as rising cyberbullying during the pandemic or parents providing smartphones to their children 2 years before they thought they should
Above all, Bullying vs Totto made a difference by finding a way to break the silence of children and proving:
- Almost 1.5 M children are currently victims of bullying (2022 data)
- Which 910x the actual official complaints of bullying through Police or ANAR phone (considering 2017 data, the last one available)
- 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):
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