The public awareness messages in Argentina always are developed as advertising campaigns using spaces that the media give for free. What the media companies always ask to the organizations is the TV spots not to be longer than 20 seconds and the press ads size not to be larger than quarter pages.

After the decision of making a short film, the following decision was to choose which kind of trip to do: the 1,000 Miles Sport of Patagonia. To have something funny to do and beautiful to show (Patagonia has amazing landscapes). Luca, Pablo and the production team took a whole week shooting in Patagonia and another week to shoot the additional stories. Then we put everything together in a website that we made for the project (las1000millasdeluca.com), adding links to NGOs, governmental institutions and an Instagram account to show a photographic making-of.

Articles, interviews and coverage appeared in main Argentine media: national newspapers, several international ones, lots of TV and radio shows in primetime, lots of news and healthcare websites. Additionally to the local media, it reached lot of international media: CNN, Good Morning America (ABC), Huffington Post, Yahoo, Terra. On the other side, institutions that work with disabilities showed the film in their Facebook & Twitter accounts, not only in Argentina but in Brazil, America, Mexico, Spain, Italy, Poland, Belarus and more. It's almost impossible to quantify how many "likes" it had, thanks to the fact that so many people and institutions cooperated in spreading the message.