In order to be as effective as possible we decided to communicate our message using a universal language: music.To engage our public we created and premiered: LONG LIVE THE RESISTANCE - The Musical.An actual musical that in reality is a live performance advertising campaign with singing and dancing.An upbeat portrayal of the fight against the disease that both informs and instructs.The musical could be seen in theatres and concerts on a tour across the country and we supported it through all the media: Supporting the musical, an integrated campaign across all media was implemented:- conventional media (TV, radio, press, magazines)- direct marketing (journalists and opinion leaders)- public relations campaign (press conference with the media)- Internet campaign (website, banners)- Ambient (information road show bus travelling across Spain)- Others: (programme, information leaflets, brochures, souvenir bracelet)

-11,100 people attended the musical performances.-9,764 people visited the information trailer and took with them an information leaflet.-All of the leading national TV news programs echoed the event. The earned publicity value was estimated to be more than €731,726.62.-150,897 visits to the web.- 37,900 people saw the pieces of the Musical at the live concerts of Amaya Montero by Movistar and 40 Principales POP.- The Musical has been broadcasted 11 times in the 40 Principales TV channel.- And most importantly, the willingness of women to receive the vaccination increased 357% after the campaign.