Cervical cancer is caused by a virus and causes the death of 2 women every day in Spain.

The good news is that there are now vaccines and ways to prevent it, but hardly anyone is aware of it.

The Spanish music radio station (40 Principales) and ADESAM (Women Health Development Association) wanted an awareness campaign to deliver and spread this information.We decided to transmit our message optimistically and 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 campaign began on April 27th, with the premiere of the Musical in the Teatro Coliseum, Madrid.More than 12,000 people attended the musical.

More than 9,000 visited the information trailer.

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.

And most importantly, the willingness of women to receive the vaccination increased 357% after the campaign.

1. TV: A spot featuring the musical's dancers preparing to go on stage launched the campaign, generating traffic to the website and reminding spectators not to miss the musical.2. PRINT & OUTDOOR3. WEB: Users could watch and download the musical, find themselves in the audience through GigaPan Technology or record their voice singing the chorus. These recordings were added of the last song of the performance.4. MAILING OPINION LEADERS: A package, wrapped in barbed, wire was their invitation to the premiere of the musical.5. THE PREMIERE: Numerous journalists and celebrities attended the premiere of The Musical, in Madrid's Teatro Coliseum on April 27th.6. PR: press conference for national media journalists held on the morning of the premiere.7. INFORMATION ROADSHOW TRAILER: The roadshow followed the Musical's tour to each city. It had the latest interactive technology designed to relay information in an entertaining way.

11,100 people attended the musical performances.- 9,764 people visited visited the information trailer and took with them an information leaflet.- All of the leading national TV news programs echoed the event.- Total of 436 impacts in media (Press:95; Television:45; Radio:26; Internet:270).- The earned publicity value was estimated to be €731,726.62.- 150.897 visits to the web.- 37,900 people saw the the Musical at the live concerts of Amaia Montero.- The Musical has been broadcast 11 times on the 40 Principales TV channel.- The radio program "El club de la Buena Vida" dedicated its whole 55 minutes to cervical cancer and The Musical.- An extract from the musical was the second most seen on Youtube in Spain the week following the premiere of the Musical.- And most importantly, the willingness of women to receive the vaccination increased 357% after the campaign.