ATREVIA has been granted two International Stevies Business Awards for its communications campaign for the National Federation of Dairy Industries (FeNIL) and Ayuda en Acción.
ATREVIA and FeNIL won a Gold Stevie Award in the category of Communications or PR Campaign of the year – Issues Management for their campaign “The Spanish Dairy Industry: How to reverse the reputational risks that threaten a key national sector of 13 billion euros”. ATREVIA’s reputational and crisis department designed and executed a contingency plan, made up of more than 60 companies, amongst them Dnone and Calidad Pascual, with the intention to answer critical topics and other issues that are ignored and that affect the image of dairy products.
The context was unflattering, six years of a steady declined in the consumption of dairy products, almost have a million tons of less, in addition to a tax impose on sugary drinks in Catalonia and a British study that alerted to the quantity of sugar in yogurts, which echoed in Spain. The strategy design by ATREVIA had its main theme the constant vigilance of opinion with the intention to swiftly change the perception in the media aided by key people in the sector of research and nutrition. A continuous management of opinion that wanted to break negative myths by building sound arguments that resonated with public opinion, in parallel to a constant institutional communication to bring about the approach, concerns and demands of the sector. The campaign was a success, the industry went from being the focus of attacks to a leading role, and for the first time in years in 2018 it reinverted the downward trend of diary consumption.
At these same awards, ATREVIA has been recognized with a Silver Stevie Award for its campaign for Ayuda en Acción “#ProblemasdelPrimerMundo”. The campaign – awarded in the category Communications or PR Campaign of the Year – Non Profit – was created with the intention of raising awareness that currently 11% of the world’s population is in a situation of extreme poverty and the power of aid to change this situation.
ATREVIA monitored, categorized, and communicated the #ProblemasdelPrimerMundo campaign, shared by Spaniards on Twitter between January and August 2018, 40% about technology such as “bad Wi-Fi” or “I’m out of data”, 13% on beauty and fashion, be a “bad hair day”, 10% “I want and I cannot”. In response to these “digital sighs”, which were rarely commented on, ATREVIA and Ayuda en Accion presented the action to showcase #ProblemasDelPrimerMundo, with guestsart appearance by freestyle rap star Arkano, who improvised rhymed solutions presented in short videos. This intention to bring attention this initiative was active for several days, manage by Agency and NGOs conjointly, who joined the conversation with GIFs and short messages in a relaxed tone. Both, Arkano and the internal teams helped Twitter users who shared their #ProblemasdelPrimerMundo with creative solutions to their problems and promote the idea that the only problems we should have are first world problems.
Disruptive action that reached almost 30 million people and raised awareness about the need to put an end to inequality. Something which, unfortunately, has become background noise rarely heard, so it opted to go a step further and put everyone as beneficiaries of the power of helping.
The Stevie Awards were created in 2002 to recognize the achievements and contributions of organizations and professionals around the world linked to communication. Since then they have been recognized as one of the most important business awards in the world.
