GIOTTO, the school supplies brand of Fila Iberia, continues to lead one of the most significant initiatives in the educational sector with its solidarity project “Todos pintamos contra el Bullying” (We All Paint Against Bullying), launched in 2024 and strengthened in 2025 with new actions that enhance its social and media impact through a solid purpose-driven communication strategy.
Aware that 1 in 4 students in Spain has been a victim of bullying, GIOTTO has reinforced its communication strategy to position its brand as a leader in the fight against this issue, using the media as key allies to amplify its message and strengthen its brand visibility in both the educational and social realms.
Art as a brand positioning strategy
GIOTTO has managed to position itself prominently thanks to a press strategy based on creativity and commitment. During the event held on April 28, coinciding with World Bullying Prevention Day on May 2, the solidarity song “Aquí Pintamos Todos” (We All Paint Here) was officially presented, performed by young talents Pol Calvo (winner of La Voz Kids 2022) and Natalia Barone (finalist of Idol Kids 2022), alongside the artistic participation of Nadia Vilaplana and illustrator Jotaká. This campaign not only raises awareness but also invites action and encourages the participation of children and young people in artistic contests linked to the message.
Additionally, the latest statistics on bullying in classrooms were shared, and the Bullying Awareness Plan was officially introduced. Brian Giner shared his testimony as a victim of school bullying, connecting with the audience through a real and transformative experience. The event received extensive media coverage and featured interviews with ambassadors, representatives from A.E.P.A.E., and GIOTTO.
The profits generated by the song’s plays are directly donated to A.E.P.A.E., solidifying the brand’s social commitment beyond institutional communication.
Impact in media and visibility of the project
To maximize the visibility of the project, GIOTTO has benefited from a solid press strategy managed by V3rtice. Thanks to effective media planning, the project has reached a broad audience in the media, including interviews on Antena 3, Onda Cero, and COPE, as well as articles in publications like La Razón. It has also gained presence on social networks such as LinkedIn and Instagram, further consolidating its strategy of positioning a brand with purpose.
If your brand is also looking to connect with your audience from a social and authentic perspective, we invite you to discover how effective media planning can make a difference.
If your brand is also looking to connect with your audience from a social and authentic perspective, we invite you to discover how good media planning and the support of an event agency can make a difference.
