Company: LLYC, Madrid, Spain
Company Description: LLYC, Llorente y Cuenca is a global digital marketing, communications consulting and public affairs firm. It was founded in Madrid in 1995 by José Antonio Llorente. Today it has 610 consultants spread across 16 offices in the 13 countries in which it is present.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / € 9,390)
 Nomination Title: Armbands of Hope
- 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:
February 2, 2024 - February 4, 2024
- 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 166 words used.
The Spanish Association Against Cancer has been working for over 70 years to improve the quality of life for patients. In 2024, it faced the challenge of conveying to society the goal of increasing survival rates to 70% by 2030, with a historically low budget, in the midst of a society with a sense of indifference and disaffection, saturated with negative messages.
Thus, the AECC aimed to leverage February 4th, World Cancer Day, to evolve the conversation from previous years about death and sorrow to one about survival and hope. An approach that required a change in perspective based on promoting healthy habits such as sports and physical exercise, and on social demand to support quality cancer research.
With all this context as a starting point, the Spanish Association Against Cancer set out to develop something that would help empathize, raise awareness, and mobilize support for cancer survival, amidst an environment of indifference, disaffection, and saturation of negative messages, with the smallest budget in its history.
- 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 147 words used.
So, the last World Cancer Day, a day whilst everyone still thought of this disease as a death sentence, the organization wanted to talk about life and salvation, evolving the conversation from previous years about death and sorrow to one about survival and hope, and additionally giving visibility to AECC's commitment and work with cancer patients.
Moreover, since World Cancer Day fell on a weekend, we thought of something that would coincide with the sports activities on that date. We chose the black armbands traditionally used in sports as a sign of mourning for those who have passed away, and for the first time, we changed the most visible and recognizable symbol of death to one of life: our "Armbands of Hope." A green armband in the name of the lives that will be saved if we achieve the goal of surpassing a 70% survival rate.
- 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 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 139 words used.
With 90% fewer resources than in 2023 and 0 euros invested in media, we achieved over 10 billion impressions, with nearly 10 billion global audience reach through live matches, replays, and highlights in more than 170 countries.
In terms of participation, more than 100,000 athletes, both professional and amateur, from over 320 clubs joined the initiative, impacting over 780,000 people live in more than 350 sports venues. This resulted in over €10,000,000 in earned media and, most importantly, we changed the tone of the conversation about cancer, with a 230% increase in the use and searches of the words "HOPE" and "SURVIVAL" during the campaign days.
Additionally, a 310% increase in visits to the website and a 220% increase in calls to the association's 24-hour hotline made this the most successful campaign in AECC's history.
- 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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