A Toy an Illusion
7 million toys
20 years of dreams
Since 2000 Radio Nacional and the Crecer Jugando Foundation have promoted the A Toy, A Dream campaign with the aim of fulfilling children’s right to play. In partnership with various companies and institutions, every year the campaign delivers new toys to projects dealing with children and young people in difficult circumstances, and sets up playrooms at communal venues allowing children to play together.
Over the years the campaign has distributed more than 7 million toys, working in more than 20 countries and partnering over 40 social organisations.
Over the years the aim has been to consolidate the number of toys sent to the selected destinations, which has meant maintaining and increasing the number of contributors and implementing communication campaigns broadcast via RTVE, on city streets, public transport, cinemas, football stadiums, social media and the main newspaper titles. This is a social campaign in which we are involved at every stage: concept, communication, partners and digital strategy.