Vividoras Observatory

We turned Vividoras into a platform for public knowledge and conversation for Pelayo Vida, creating the Vividoras Observatory of Uncertainty and the study “Women and Uncertainty” as the first major activation milestone. A project designed to connect brand, purpose, and social relevance through research, content, PR, and digital communication."

Pelayo Vida sought to strengthen its commitment to the wellbeing, safety, and protection of women in Spain, building a more relevant connection with their real concerns and the issues that influence their daily lives. In this context, MIG Prisma created Vividoras, a brand platform aimed at contributing social value, generating conversation, and reinforcing Pelayo Vida's positioning as a company that is approachable, committed, and sensitive to the current challenges facing women.

Following the platform's creation, the next challenge was to evolve Vividoras beyond its digital ecosystem and transform it into an asset with greater public influence, media notoriety, and social legitimacy. To this end, we designed and led the creation of the Vividoras de la Incertidumbre Observatory, conceived as a tool for knowledge, dissemination, and conversation surrounding the concerns, tensions, and expectations that shape the lives of adult women in Spain.

The Observatory's first major milestone was the study “Women and Uncertainty,” a research project aimed at analysing women's main concerns in areas such as emotional well-being, health, motherhood, professional development, personal safety, and their outlook on the future. From MIG Prisma, we developed a 360º communication strategy to maximise the project's impact, combining public relations, media management, expert content, direct marketing, and digital activation. The PR strategy broke down the study into different informational releases to extend its editorial reach, facilitate its inclusion in the media agenda, and generate sustained conversation around the main findings. Furthermore, we designed digital content and high-impact materials for the brand's ecosystem, reinforcing the Observatory's dissemination and amplifying its messages across Vividoras and Pelayo Vida's own channels.

The project transformed a content platform into a territory of authority, providing Pelayo Vida with a strategic tool to converse with society through knowledge, empathy, and usefulness. This initiative connects brand purpose, social sensitivity, and the capacity for influence around a key issue: how women experience uncertainty in the present and how they can build greater security for the future.