Both in people’s lives and in news programmes, some news is hard to deliver and hard to have to hear. Based on this insight, the campaign reports hard news exactly the same as in everyday news programmes, mixed in with real-life situations. Like the Panama Papers, or the candidacy and the real possibility of Donald Trump becoming President of the United States.

The campaign consists of two pieces. Each one shows a dramatic situation of real life in which the protagonists arrange to give harsh news to a loved one (a pregnant teenager who is 16 years old, the death of the family dog).

Through the advertising campaign EITB- Without going any further, the show's ratings increased during the emission by 30%.

In addition, there was an increase considered web visits and increased participation of viewers during the program, one of the best television channel advertising campaigns of the year.