Spinal Cord and Brain Injury TV3 Telethon: Team Hoyt
Agency: Bassat Ogilvy Barcelona
Client: TV3 Telethon
Product: Spinal cord and brain injury telethon
WHAT IS LA MARATÓ DE TV3? BACKGROUND INFORMATION
La Marató de TV3 (Telethon) is a social and solidarity project promoted by the regional television of Catalonia (region of Spain with its own language and culture) focused on publicising and obtaining economic resources for scientific research on diseases that are currently incurable.
This live television programme has been held annually in December since 1992. It has an approximate duration of 15 hours and generates such public mobilisation that it has become cemented as the festival of solidarity in Catalonia.
WHAT WERE THE OBJECTIVES FOR THE CREATIVE WORK?
After 19 years of history (and especially since 2004), La Marató's donations results had begun to show signs of a clear link to the disease that the funds raised will go to. Therefore, the greatest figures were achieved during the telethons aimed at the three diseases that concern and involve the population most: Cancer (2004), Alzheimer's (2005) and cardiovascular diseases (2007)1.