El Desafío: ETA

Amazon Prime Video

The challenge became ours when we were presented with the opportunity to announce the launch of the new Prime Video documentary series “ETA: The Challenge”, which tells the story of the Basque terrorist group. And the first thing we did was to ask ourselves what the Spanish society, and more specifically the youngest amongst us, know about all this. Do they know more about Belén Esteban than they do about Miguel Ángel Blanco? The unawareness of our most recent history was the main lever to position this documentary series as a content that is more than necessary in our society.

Imagen Imagen

76% of young people acknowledge not having learnt about ETA through school or University.

 

We decided to conduct a study with the research consultant GAD3 to find out the degree of knowledge in society, and we did it with a sample of more than 1,200 people between 18 and 75 years old. The information we obtained left us stunned, and was more than enough to make the entire population reflect on the need to remember our history so that it does not fall into oblivion.

Imagen Imagen

The study was echoed by more than 260 media outlets for the much-trumpeted announcement of the new Prime Video documentary series. Even #MiguelÁngelBlanco became TT that day, which broke the existing silence and opened a debate on how little we know about this conflict.

Imagen Imagen

But the story did not quite finish there. If young people were the ones who knew the least about it, they had to be reached through the channels they use.


We carried out a collaboration with Playground, which communicated the most important data from our study in a quick and easy-to-consume audiovisual capsule.
We also collaborated with Youtubers and influencers such as La gata de Schrödinger, Melo, Auron or Wismichu so that it could be them, the voices that young people hear every day, who invited them to reflect.
Imagen Imagen
Imagen Imagen

A different campaign to advertise ETA: The Challenge, a documentary series of utmost importance to not forget our most recent history.