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 theaters and concerts on a tour across the country and we supported it through all the media, television, print, web, direct marketing, pubic relations and ambient media.

-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 programmes 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.