Consejo Superior de Deportes, ColaCao

Becas Vamos

The biggest children sports grant program ever created

The starting point

Sedentary lifestyle among Spanish youth is increasing and reaching worrying levels. Willing to make a real change and a positive impact, we approached Consejo Superior de Deportes, the government agency responsible for promoting, planning and developing sports activities and healthy habits, and Idilia Foods, a Spanish food multinational.

what we did

+ Campaign Strategy
+ Website Design
+ Digital Creativity
+ Branded Content
+ Launch Activation
+ PR events
+ Campaign Results Analysis

goals

Encouraging sports practice among Spanish children and their families and giving them a voice to promote passion, fellowship, diversity and spirit of self-improvement through the most inspiring stories.

Improving the training conditions for as many children and communities as possible throughout Spain, while leveling the field for the most vulnerable.

The opportunity you’ve given me has been amazing. You’ve reminded me to never stop fighting for my dreams.

Julia Sintas, grant-holder

Our move

We created the biggest grant program in Spain to encourage our youngest to practice sports the way they always dreamed to, while spreading the positive values associated to it.

It was vital to communicate the importance of sports to as many children, their families and communities as possible. Through digital and media campaigns we worked not only on creating brand and program awareness, but also corporate social responsibility.

Implementation

We were determined to make their dreams come true.

A website was created to inform and let candidates apply for the grants, with more than 2.000 applications received.

Through each of the two editions, voting rounds were held and the jury, consisting of CSD, Idilia Foods and the ambassadors, elected the candidates with the most inspiring stories.

Relevant and emotional branded content on the most inspiring stories was created to impact and inspire as many children and families as possible.

Mireia Belmonte and Saúl Craviotto, Spanish Olympians, were chosen as ambassadors to embody effort, perseverance and passion for sports. They became a role model for every child that took part in the program and amplified it through social media and PR events.

Young boys and girls should never forget to have fun, to be happy while playing sports. The role of Becas Vamos is so important, helping them to never forget this!

Javier Gómez Noya, Olympic athlete and grant ambassador