The 2020 Marató has all the ingredients to be one of the most important organized since this innovative audiovisual and solidarity format was created in 1992. The pandemic has forced the reinvention of a successful model that has managed to raise more than 200 million euros throughout all these years, a figure that has been used to raise awareness in society and to promote biomedical research to advance in the fight against major diseases and also combat those that are minority.
According to Bernabé, this is a very special Marató "because it affects more people than ever, it affects all of us!, and also because it will be the longest," in reference to the fact that donations can be made since last April 1, when, in full lockdown, donations were activated through the Internet, Bizum or bank transfer.
The program on December 20 will feature five presenters, Roger Escapa, Laura Rosel, Raquel Sans, Mónica Terribas and Jordi Basté who, for the first time, will conduct interviews with witnesses and professionals from different health centers in Barcelona, Badalona, L'Hospitalet, Girona, Sabadell, Terrassa, Igualada, Tarragona, Reus and Lleida.
Initially, this year's La Marató was going to be dedicated to mental health, but there was full consensus to quickly reorient it to seek funds to support research projects linked to covid-19.
Selection of research projects
"We have advanced the call for aid to this very year 2020 so that our scientific advisory committee can evaluate the projects as soon as possible and thus get the money to them," says Bernabé. "Even if we have the vaccine, we will need a lot of research in other areas linked to covid," warns the foundation's director.
In this sense, this Christmas's La Marató plans to finance projects that help understand what has happened and to prevent, for example, future pandemics. Another key focus will be research to help people who are now suffering from a chronic illness as a result of having suffered from the coronavirus.
For years now, La Marató has transcended the television program and become a social event that mobilizes thousands of citizens and volunteers who organize all kinds of solidarity activities to raise funds throughout the territory. This year, these popular events have had to be suspended and many of them have been digitized. "We have made a great effort to promote digital donations and activities," says Bernabé, who admits that his "heart shrinks" every day when he sees the large number of initiatives that people promote to make La Marató a success.
We have made a great effort to promote digital donations and activities"The Marathon is made with and for the citizens; we have to be aware of the great effort made by the people who participate year after year", he adds. According to the director of the La Marató Foundation, the average donation is between 20 and 40 euros, which demonstrates people's willingness to contribute even a small amount. "This has incredible value," he says.
Bernabé does not want to speculate about the amount that can be raised this year given the context of economic crisis. "It would be disrespectful to talk now about figures or targets for the scoreboard; each donation has more value than ever," he reflects.
Years of record figures
La Marató broke the fundraising record in 2018, with 15 million euros. Last year, in the edition dedicated to rare diseases, the scoreboard reached 14.17 million. Of this figure, 86% (12.19 million) was allocated to research grants, 10.78% (1.5 million) to dissemination and awareness activities, and 3.2% (453,631 euros) to administrative expenses. PriceWaterhouseCoopers audits and supervises the entire process.
This year we have also had to digitize the awareness talks in schools and it remains to be seen what will happen with the telephone call reception centers that operate during the day of the program's broadcast and that gather up to 4,000 volunteers. "We have different scenarios on the table, but it will be very complicated, for security reasons, to maintain the traditional format of the telephone headquarters," says Bernabé.
According to the executive, maximum territoriality will be sought and it may be decided to establish several smaller call reception offices or to have all volunteers work from home to answer calls. "We will be very scrupulous in the training of virtual volunteers and will guarantee maximum rigor, excellence and trust throughout the process," he emphasizes.
We will be very scrupulous in the training of virtual volunteers and will guarantee maximum rigor, excellence and trust throughout the processAs for the television program, he admits that this year "there will be fewer live hours and more pre-recorded segments," but again decentralization will be key. This format based on taking the program out of the TV3 studios began successfully last year and will now be repeated with the five presenters, who will be on the road and visiting hospitals located in different areas of Catalonia.
A choral anthem with 24 artists
"This week, Serem més forts, the choral anthem for La Marató's advertisement, was presented. It was collectively performed by 24 artists and groups of very different styles and genres. The Parc Audiovisual de Catalunya, in Terrassa, was the chosen setting to record the song for the promotional campaign that La Marató has devised this year together with the creative agency Ogilvy and the production company Oxígeno.
Miki Núñez, Suu, Elena Gadel, Dyango, Antonio Orozco, Buhos, Las Migas, Doctor Prats, Els Catarres, and Nina are just some of the artists who have participated in the song Serem més forts, composed by Jordi Cubino.
The songs that make up the other great phenomenon that year after year stars in this solidarity program by TV3 have also been revealed: La Marató's album, which sells more than 200,000 copies, making it the best-selling album in the world in a single day. It will go on sale on Sunday, November 29, at a price of 10 euros. It includes 19 songs performed by 54 artists, including the collective anthem, which will now also be recognized by Shazam. It can also be purchased digitally on iTunes. This year, a version of Boig per tu performed by American singer Jackson Browne, accompanied by Judit Neddermann and Pep Sala, stands out. There are also tracks by Mil Moliner, Sebastián Yatra, and Rozalén, among others.
Starting November 19, the thirteenth edition of La Marató's book will also be on sale, in print and digital format, a work basically of photographs that aims to document how covid-19 has been experienced through the vision of 17 nationally and internationally renowned photographers.
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