The concept used is “We want to turn things around”.

We carried out a comprehensive campaign which would not have been possible without the cooperation of the media.

We turned around the front page of the Diario de Noticias as well as the section on the economy. The newspaper joined the initiative offering free advertising space to those publishing job offers.

We also turned around the back page of the Diario de Navarra and no charge was made for the action.

On line editions of the newspapers were also turned around as well as the introduction to news and chat programmes on TV channels.

The institutional logotype was replaced with that of each company or shop; the campaign now belonged to the public.

Hundreds of companies and thousands of businesses joined the movement.

The action had great impact and repercussion in the media (Social Networks, radio, press, TV and Internet - 460,000 visits in 24 hours) and in society at large.

So, on a restricted budget, we achieved repercussions with no cost, valued at € 615,000; we created a social current and a change in attitude.

It is possible to turn things around....