On Christmas Eve, for the past 42 years, the King of Spain has issued a traditional Christmas message on national television. Last year 12,421,000 viewers tuned in.
Over the years, the message has mainly consisted of overcoming obstacles, being grateful, having hope and looking forward to a better future, important things but it rarely tackles some of the more difficult issues.
This holiday season Lola Mullenlowe and Pescanova used the important tradition of the King’s televised message, and the social context at this moment, to launch Pescanova’s Christmas campaign; “The Queen’s message”.
Pescanova is a brand that is very present during Christmastime, specifically thanks to the traditional Spanish consumption of shrimp, which is a must have treat at every table this time of year. (as quintessential al the tree itself!)
So, for the first time in 42 years, there was a Christmas message not given by the king, but by many women who had the opportunity to transmit their thoughts for 2018 to be a more equality driven year.
The campaign featured 15 real women and it seeks to empower and inspire women, raise awareness and sensitise men. In short, to drive a conversation and ultimately help achieve equality.
The campaign also had a digital element with the site www.elmensajedelasreinas.com, a website where all women and men may record their own Christmas messages and share them on their social networks.