The Brugada Foundation was created to support research, teaching and awareness-raising projects for the prevention, diagnosis, treatment and support for victims and families of Brugada syndrome, sudden death and other cardiovascular pathologies. Within the framework of these actions to raise awareness and resources to carry out research projects, a campaign was created to sell and distribute blue lollipops, all of the profits from which were used to finance these projects. To achieve this goal, the Help! Good Ideas Foundation launched the Lollipop campaign. The concept of the campaign is the design of a blue heart-shaped lollipop that stains the tongue with this colour to visually accompany the chosen message: “Stick your tongue out at sudden death”.

For the communication of the campaign, an aspect in which the LLYC Foundation collaborates, the footballers Sergio Ramos y Andrés Iniesta, exceptional ambassadors for the action, were involved, not only because of their media impact and ability to reach out, but also because they are close friends of Antonio Puerta and Dani Jarque, players who died years ago from sudden death.

The project was based on a fundamental milestone: a public presentation of the campaign in the presence of the two footballers. Prior to this, a day of filming and photo sessions had been held with the footballers and Dr. Josep Brugada to produce promotional materials for the campaign, focusing on the campaign’s key messages and the symbolic image of the lollipop and the tongue painted blue.

The LLYC Foundation defined the communication plan that would be developed before and after the event, coordinating and managing the organisation and communication of the event itself.