- The initiative by the Ribera healthcare group, in collaboration with more than a dozen sports clubs, including Sporting de Gijón, receives the award in the Innovation and Creativity in Marketing category.
- The Asturias Marketing Awards celebrate their 18th edition, in an event that brings together the main institutions and large companies of the Principality
The Asturias Marketing Awards have recognized the brand campaign of the Ribera healthcare group. “Feel the shirt”The initiative on mental health and sport was named best in the Innovation and Creativity in Marketing category at its 18th edition. The awards ceremony took place at the Asturias Marketing Club It was held last Thursday in Gijón and was attended by the main institutions and large companies of the Principality.
The bell “Feel the shirt” The initiative aims to highlight the importance of sport for health and the need to discuss mental health, revealing the "other side" that sometimes accompanies athletic competition. A total of 13 professional players from 11 clubs—including Diego Sánchez of Sporting de Gijón—as well as players from football, basketball, rugby, Valencian pilota, futsal, tennis, and rowing—are participating. The Ribera Group has framed this initiative within its responsible health model and its Ribera Activa program, which promotes healthy habits, education, and prevention.
“Feeling the shirt” is a 360 campaign that the Ribera healthcare group has developed with Maart AgencyThe creative team behind the project features players speaking in the first person about the stress and pressure of competition, how they have overcome injuries or serious illnesses, and highlighting the importance of normalizing mental health, which remains a taboo subject in many circles. They also share how they have sought help from healthcare professionals when needed. Their full testimonials, in video format, were shared at the Sport and Health conferences organized in conjunction with the campaign's launch in the six cities of the participating clubs, and can be viewed on the website. www.sentirlacamiseta.com.
In addition, each player chose a phrase that has been printed on the back of their team's official jersey, as a metaphor for "what they carry inside."“When you feel the pressure of professional football, taking care of your mental health is key to performing on the field,” says Diego Sánchez, a player for Sporting de Gijón. on their shirts. All the shirts make up the traveling exhibition “Feeling the shirt”, which has already been visited by more than 20.000 people in Valencia, Cartagena, Gijón, Lugo, Ferrol and is currently in Elche.
The Asturias Marketing Club's Innovation and Creativity in Marketing award for the "Feel the Jersey" campaign was accepted by Alicia Labrada, Head of Communications at the Ribera Covadonga Hospital (Gijón). She noted that the campaign "reflects our social commitment and the Ribera Group's responsible healthcare model. It's not a very practical sponsorship for a brand, but it's incredibly valuable for the athletes. Through their testimonials, the athletes share their inner world with the public, helping to raise awareness of such an important issue as mental health care. This wouldn't have been possible without the collaboration of all the clubs and athletes involved."
