La Marató de TV3 2010, dedicated to spinal cord and acquired brain injuries, achieved a record €8,735,103 raised, thanks to massive public support and an audience of around 438,000 viewers (~21.2% share).
What made the difference that year was the real story of Team Hoyt: Dick and Rick Hoyt, bound by a profound connection that went far beyond physical effort. Their moving story humanized the campaign’s message, connecting through authenticity and turning fundraising into a resonant and unforgettable experience.
This new approach broke with TV3’s traditional schemes: the campaign combined sensitivity and strength with a powerful visual narrative, generating an impact that transcended the local sphere. Team Hoyt not only received the Spanish Eficacia Award, but also international recognition: Silver and Bronze Cannes Lions in the Film category for Spain.
That double victory reinforced the idea that what is truly exceptional comes from the heart—and from telling stories with truth, innovation, and emotional power.