Communication with purpose: the Uncertainty Living Observatory

In the dynamic world of communication, every project is an opportunity to explore, learn and connect deeply with society. When Pelayo Insurance entrusted us, in 2023, with the creation of the platform Survivors, we learned that it wasn't simply about launching a new digital initiative, but about to materialise a real commitment to the well-being and safety of women in Spain.

That confidence opened the door to a challenge Mayor in 2024: to go beyond the digital environment and give voice to women's real concerns in public conversation. With this objective in mind, we designed and led the creation of the Observatorio Vividoras de la Incertidumbre, whose first milestone was the study “Women and Uncertainty”. This research delved into the main concerns of adult women in Spain, covering areas such as Emotional wellbeing, health, maternity, career progression, and personal safety.. The fieldwork was carried out between May and June, while the communication has been developed between September 2024 and February 2025.

How has your studying been?

more than a compilation of data, the A study has presented a map of concerns, inviting us to reflect on the realities faced by women. As a society, we must ask ourselves how it is acceptable that 40% of women live with anxiety or depression, that three in four believe they will suffer gender-based violence, or that 53% report having experienced insults, abuse or assault in the workplace. In what kind of society can we allow these realities to persist? If you’d like to explore this further, Here is the complete study for you..

Aware that good analysis requires effective communication, we launched a 360º strategy that combined public relations -segmenting the study into three instalments to maximise its presence in mainstream, specialised and digital media- alongside the high-impact digital content creation that not only informed, but also generated engagement and amplified the campaign's message. The result was a media presence that exceeded all expectations: over 150 media impacts across press, radio and television, a total audience of more than 50 million people and a communication value of €1,667,969.

Beyond these figures, what really makes the difference is the lcommitment to social issues this project. The Observatory of Women Living with Uncertainty has enriched the public conversation on issues that directly affect women's lives, demonstrating that A well-executed communication strategy can generate awareness and provide incalculable social value.

We wish to express our sincerest Thank you to Pelayo Seguros for your trust entrusted to us. This project has allowed us to explore new frontiers in communication and social analysis and also reaffirmed our commitment to create initiatives that make a difference. Collaborating with a client with whom we share vision and values has undoubtedly been an even more enriching experience.

In a world of constant change, betting on Strategies that integrate analysis, creativity and purpose It is key to connect genuinely with the audience and generate a lasting impact.