WYcreative has been awarded Silver in the Sustainability and Social Responsibility category at the Meios & Publicidade Marketing Awards for the campaign “Trocados por Miúdos”, developed for SIC Esperança.

The initiative sought to raise awareness of the challenges faced by many primary schools in Portugal through an original and impactful approach: journalists and television presenters stepped aside to give children a voice, allowing them to take on the role of spokespersons and highlight the serious issues and needs affecting school communities across the country.

By placing children at the centre of the narrative, the campaign successfully drew public attention to a reality that impacts thousands of students, encouraging reflection on the importance of ensuring better conditions for education in Portugal.

The recognition awarded by the Marketing Awards acknowledges the relevance of the message, the creativity of the approach, and the campaign’s ability to mobilise attention around a social cause of great importance.

This award reflects WYcreative’s commitment to developing projects that combine creativity and purpose, demonstrating how communication can help bring visibility to important issues and generate a positive impact on society.