January 20, 2021

The Canary Islands spot, ‘The last gift’, on COVID-19 prevention, best institutional campaign



The spot ‘The last gift’, launched by the Ministry of Health of the Government of the Canary Islands, for raise awareness and prevent the transmission of COVID-19, has obtained the second recognition in a week. After achieving a bronze in the El Ojo de Iberoamérica contest, last night he won the award for the ‘best Institutional campaign’ carried out for or by a public administration or official body in the 10th edition of the Agripina Awards festival, a reference for the advertising sector , marketing and communication in Spain.

‘The last gift’ It has obtained, since its first broadcast, 27 million total views, more than 70 million people reached and more than 200 media appearances in 15 countries around the world. It has become a viral phenomenon that has generated international debate on social networks and in the media both in Spain and in other European and Latin American countries.

The Bell It was designed to raise awareness among citizens about the risks involved in non-compliance with prevention measures against COVID-19 and the effects that this pathology can generate on people’s health. Specifically, the spot focused on avoiding outbreaks in one of the most common areas of contagion by this coronavirus, meetings and parties with family or friends in which prevention measures are often neglected.

COVID-19 prevention

The audiovisual pieces of ‘The last gift’, made by the Meanwhile Agency, in its two versions: long 1.17 minutes and short 0.21 minutes, show a family that gets together to celebrate the father’s birthday. None of the family members wash their hands, or wear a mask, or keep a safe distance, or avoid close contacts such as kisses and hugs.

After blowing out the candles, the old birthday boy opens ‘the last gift’, a respirator, which is what he needs in the next scene, as he is seen admitted to the Intensive Medicine Unit of a hospital after having contracted COVID-19 because none of the members of his family complied with the health recommendations to prevent contagion.

The Ministry of Health insists on the importance of maintaining safety measures such as proper hand hygiene, keeping an interpersonal distance of 1.5 meters and the use of masks in closed environments and when it is not possible to maintain the distance.

In this sense, remember that in family gatherings only those members of the same family living together are exempt from wearing the mask.

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