Maria, a woman that has just got over a cancer, wants to thank everyone that in one way or another have collaborated in her recovery for their support, doing something she had never done before. This is how the spot begins, recorded almost live on January 17th, 2012, showing this moment in which Maria is in a theater full of family, friends, partners, nurses, doctors…hundreds of people that surprise her with their attendance, and whom she also surprised, opening her heart and dedicating them a well-known song.

Strategically, it was decided that the creative execution should portray a real personal challenge (filmed entirely live): that of a patient who had survived cancer and who came across as an example of hope for any other patient. Our heroine’s challenge was to sing in English (a language she does not speak) a song of huge significance for all. The surprise for everyone (even for the film crew) was the size of the crowd that came to see her and, of course, how the people got involved and were moved to the point of wanting to support her in her challenge by singing along with her.The campaign was launched with an extended length execution on the Internet accompanied by efforts to generate Buzz which were rewarded in the country’s principal audiovisual, print and on-line media.Moreover, the campaign was launched by H.R.H. the Princess of Asturias, Letizia Ortiz.

The total audience of the campaign has been 258,384,000.

- Television: 25,553,000- Print: 15,886,000- Radio: 3,874,000- Internet: 213,071,000• Online:1.www.aecc.es: visits to the site: 389,970.2.Microsite: contigosomosmasfuertes.es: 11,914.3.Facebook a.New fans: 4,398. b.Reach: 562,703. c.Impressions: 1,898,362.4. 51 mentions registered on blogs.