I’m committed, and you? Are you committed?

The aim of the Awards is to raise public awareness of how important it is to take care of water and the environment. Two leading athletes are lending their support to the campaign: the canoeist and Olympic medal winner Maialen Chourraut, and the surfer and European champion Aritz Aranburu.

Taking a public and activist approach, we have produced a comprehensive campaign based on two creative audiovisuals involving our protagonists, where the voice-over accompanies images of the different beauty spots and spectacular landscapes that make up our territory. The two audiovisuals convey a clear message: to show how important it is that we take care of the aquatic environment. These pieces are being disseminated through various channels such as television, digital screens and interactive street furniture (OOH) advertising units. To define the media plan, we drew up a global strategy for different communication channels, including inserts in the printed press, banners in the digital press and radio spots.

We also adapted the campaign for out-of-home advertising media and different means of transport, such as trains and bus shelters. We have also included a branded content strategy in Social Media in keeping with the campaign’s graphics and message.

To conclude, the campaign has attracted considerable attention in our immediate environment, achieving its aim of encouraging the public to think about how to take care of the environment.

In terms of quantitative objectives, the audiovisuals have been viewed more than 200,000 times on our YouTube channel and our website traffic increased significantly during the four weeks of the campaign.