“144 hours” is a documentary from the Anti-drug Foundation (FAD) that ran online in Spain. There were no special restrictions or regulations imposed by broadcasting companies, government or other regulating body. Neverthelesss, the Anti-drug Foundation did not have a budget for paid advertising. Therefore, its content had to capture the attention of TV & radio stations and broadcasting companies in the hope of getting some mainstream media coverage or free advertising slots.

Advertising on television in Spanish market is an expensive business. Even some of the biggest brands with sizable budgets struggle to maintain a heavy television presence. Therefore, NGO’s with non-existent budgets have to turn to alternative methods to ensure their message has a presence. This is why they turned to branded content ideas.

Today, young people are least likely to watch television by appointment and most likely to be found online. This led us to develop a content and advertising strategy that was almost entirely promoted via online.

The campaign provokes reflection and debate amongst young people regarding the time they spend on leisure activities where alcohol consumption plays a predominant role.

The best way to demonstrate FAD's tagline "the time you spend with alcohol you steal from everything else" was to carry out a a real experiment where someone of the target's age would show that there are leisure alternatives available, such as learning to surf, that make for a far more gratifying experience.

The digital platform allowed youngsters to follow and interact with Pablo's experience using multiple montages of the documentary with specific hourly tranches.

144hours documentary debuted online to immediate buzz.

The website received more than 70,000 visits in the first month. 110% increase in engagement.

144 hours exceeded all expectations receiving donations to the tune of one million euros in advertising space in four months.

Lacking budget for mass media, the content attracted national and regional broadcasters (Antena3, Telemadrid, LaSexta, TVE, Cuatro, Telecinco, TVCatalunya) that echoed the campaign.

Over 40 articles in major media (Expansión, El Mundo, ABC, 20minutos, MarcaTV...), that drove visitors to our online content experience.