May 14th, 2021

• During the forum, three success stories were presented, winners of the last edition of the El Chupete Children's Communication Festival.

• Paula Lemos, Director of Global Development of Mensajeros de la Paz did not want to miss the event and explained how they use brands to help amplify their message and solidarity actions.

• The protagonists of this first MKT-El Chupete Talks participated in a round table where they discussed the current situation of children's communication.

During the day, and after a brief presentation by Victor Conde, general manager of MKT, Rodrigo Ron, co-founder of El Chupete, took the opportunity to present to the attendees the new image of the festival. Also, from the organization itself were given hints of the news that brings with it this remodeling of the brand such as products, El Chupete Joven, the MKT-El Chupete Talks and other news that "will be unveiled soon”.

In the forum, based mainly on communication solidarity in children's brands, three success stories were presented, winners of the last edition of the El Chupete Festival, the most supportive to date.

The opening was in charge of Óscar López, CEO & Founder of Acuam who presented his experience with Novo Nordisk – FIASP. A work under the title “Inspirado en ellos”.

“The communication was going to be starred by children who reflected these characteristics and, in a casting, we chose Marta and Pablo, two little ones with the age of Fiasp users" said López. However, this work posed a challenge at the legislative level, since, due to their age, children cannot attend an event. For this reason, they were made to be present at the event through holograms.

On the other hand, Bibiana del Alcázar, director of business development at BBDO Spain and Portugal explained the great success of the campaign "Los verdaderos influencers" designed to celebrate March 21, Down Syndrome Day, a special date for Down España. Due to the complexity of last year, it was decided to focus the campaign on the positive impact that people with Down syndrome have in their environment and to assimilate them to social network influencers, making them the real protagonists, obtaining a great repercussion in the media. "Our goal was to explain how people with Down syndrome change the way people around them see their lives, becoming true influencers," said Bibiana del Alcázar. 

Closing this first part "Departamento de Envíos Extraordinarios" was presented, an endearing return to children's illusion developed by Arena Media for Correos. The agency was in charge of creating everything from the concept to the production, casting, space and designs. "We have designed from the wallpaper to the costume design, the truth machine, the vinyl letters...", said Toni Gamboa, art director of Bridges.

A work full of details so that the little ones could learn about the process that letters to the Three Wise Men and Santa Claus go through from the moment they are deposited at the post office. In this last edition, they did not want to lose an iota of the creative concept and extrapolated it to the digital environment.

Also in attendance was Paula Lemos, director of Global Development for Mensajeros de la Paz, who explained how it uses alliances and synergies with brands to amplify its message and solidarity actions. "Our goal is to work for the social and human promotion of the most vulnerable sectors of society in more than 50 countries around the world," said Lemos.

To conclude, the protagonists of this first MKT-El Chupete Talks participated in a round table moderated by Renato del Bino, founding partner at Nort3 Márketing Epidermico where they discussed the current state of children's communication.

One of the issues discussed was whether there is a possible "crisis of values" in the context of communication, where, in general terms, the speakers identified not so much an absence as a "change of values" as pointed out by Beatriz Prieto, Director of Communication and Institutional Relations of Down España who appealed to "find out what different values children have today and give them the importance they deserve". On the other hand, María Alonso from Arena Mediapointed out that, "sometimes values have not been worked on and we must return the non-material sense and communicate them".

Under this premise, del Bino recalled the main purpose promulgated by El Chupete, and its fundamental objective, which is "to protect the responsibility over children's communication and to watch over those values that are sometimes lost sight of".

About El Chupete

El Chupete is an independent institution promoted by professionals from the world of communication and education, whose main objective is to promote responsible child communication and encourage creativity in children.

Media Contact

Cristina Gallardo
659 732 946
[email protected]

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This is how the first MKT - El Chupete Talks went

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