Title	FROM BUBBLE
Brand	FUNDACIÓN DANIEL BAGNON
Product/Service	CHARITY
Category	A07. Charities, Public Health & Safety, Public Awareness Messages
Entrant	MINDSHARE Madrid, SPAIN
Idea Creation	FUNDACIóN DANIEL BAGNON Madrid, SPAIN
Media Placement	MINDSHARE Madrid, SPAIN
PR	MINDSHARE Madrid, SPAIN

Name	Company	Position
Álvaro Bermúdez de Castro	MINDSHARE	Partner Invention
Daniel Bagnon	Fundación Daniel Bagnon	President
María Cano	MINDSHARE	Partner The Exchange
Mª Paz Cotarelo	Fundación Daniel Bagnon	Director
Belinda Ruiz	MINDSHARE	Manager The Exchange
Jorge Morata	MINDSHARE	Director Invention
Álvaro de Dueñas	MINDSHARE	Graphic Designer Invention

The Campaign

From Bubble is a project of contemporary art by Spanish artist Daniel Bagnon, which reflects on the personal, family and social reality, which involves the development of Alzheimer's disease by a multidisciplinary use of art, and interact with other scientific disciplines and social. We created an installation in Madrid, which represents the brain of Alzheimer’s sufferers. Our aim was to show the public and drive awareness for the cause.

Execution

We created and produced all the campaign materials, including banners, videos, print ads and out of home content. Hundreds of volunteers involved setting a circuit in down town Madrid (7.5 km and 110,000 m2 and more than 3,000 bubbles), linking major cultural, historical and tourist areas of the city. The exhibit was opened by the Mayor of Madrid, Mrs. Manuela Carmena. We also had the presence of Her Majesty Queen Sofia, Honorary President of the Project “From Bubble”, on the opening act, as well as the Minister of Education, Culture and Sports, the Minister of Health, Social Services and Equality, serving as a leverage the campaign even more, within media.

Thanks to this we got a campaign that had paid and own media, but above all earned. • P: We produced and placed over 3.000 stickers on the streets of Madrid guiding people to our installation, where we also exhibited a representation of an Alzheimer´s affected Brain. • O: To increase the reach of the campaign, we used the social profile and webs of the artist, and the partners involved. • E: Over than 44 million impacts of cumulated audience. In terms of earned media, were obtained different spaces in magazines and newspapers, coverage on digital platform of a national channel, more than 5.1 MM impressions on sites of national significance. Madrid was entire covered: ways in and out of the capital, universities, cinemas, gyms, underground stations and streets with outdoor advertising, with maximum visibility and with the best exclusivists. Result:more than 1 million € of free.

The Situation

To raise awareness of Alzheimer’s and the effects it has on sufferers and their families, we re-created the experience in media. Sufferers are often left with a feeling of living in a bubble, separated from the rest of the world. We allowed the public to momentarily re-live the experience of Alzheimer’s sufferers. We let everyone know what we were doing with banners, billboards, promotional videos and posters. We placed over 3000 stickers on the streets of Madrid, guiding people to our installation, where also was exhibited a representation of an Alzheimer’s affected brain.

The Strategy

We created a communications plan with huge presence in Madrid, getting volunteers to stick the bubbles up around the city and encouraging people to visit the art exhibition on Alzheimer’s. We had to make this campaign special, not just a day for the media, but memorable for the public to see the realities of living with this disease.