Univision’s “Reto 28” Named Winner at 2017 Cynopsis Social Good Awards

Univision Communications Inc., the leading Hispanic media company in the United States, is proud to announce that its innovative wellness campaign, “Reto 28” (28-Day Challenge), has been named Winner in the category of Branded Campaign for a Digital or Mobile Platform at the 2017 Cynopsis Social Good Awards.

Developed to promote healthier living in Latino communities, Reto 28 was a bilingual, culturally-relevant digital initiative that challenged participants to improve their physical and mental well-being over 28 days. The campaign served as a call to action to adopt better nutrition, regular physical activity, and stress management tools. Specifically, it encouraged audiences to embrace 28-day plans to become healthier by reducing sugar and fat intake and improving their lifestyle. A key aspect of Reto 28 was its focus on building a supportive online community that empowered long-term lifestyle change.

This impactful initiative was created in partnership with The SCAN Foundation, The California Endowment, and the Ford Foundation. These organizations shared a commitment to improving public health in underserved communities, which aligned seamlessly with Univision’s core mission to inform, empower, and uplift Latino audiences.

Reto 28 effectively leveraged Univision’s extensive digital reach and media assets. This included a comprehensive approach utilizing daily online videos, mobile content, expert tips, robust social media engagement, and live segments featuring Univision talent to encourage healthy habits across various platforms. The campaign saw significant success, attracting tens of thousands of participants and driving high engagement across Univision's digital and social channels. This engagement ultimately inspired measurable change in participant behavior.

“ Reto 28 showed what happens when you build a digital campaign around a community instead of just talking at it. From the daily videos to the social content, we aimed to meet people where they already were and give them a reason to keep coming back. Seeing that translate into tens of thousands of participants and real behavior change is exactly why this work matters,” said María Dayana Patiño, the Social Media Strategist behind the campaign.

Jessica Rodríguez, President and CMO of Univision, commented on the recognition, stating, "We are honored to receive this recognition from Cynopsis for a campaign that represents the power of culturally grounded, community-first storytelling". She emphasized the transformative nature of the campaign, noting, "With Reto 28, we turned smartphones into support networks, screens into sources of motivation, and social platforms into catalysts for healthier living in our communities".

The Cynopsis Social Good Awards are prestigious accolades that recognize outstanding work from media companies and their partners in critical areas such as environmental responsibility, social justice, public health, and civic engagement. Winning the Branded Digital Campaign category underscores Reto 28’s position as a benchmark for impactful, community-driven wellness programming.

Project Credits:Key Partnerships:
This initiative was made possible through the generous collaboration of:

• The SCAN Foundation
• The California Endowment
• The Ford Foundation

Each of these organizations shares a deep commitment to advancing public health in underserved communities, aligning with Univision’s mission to inform, empower, and uplift Latino audiences.
Executive Leadership:
Jessica Rodríguez, President and Chief Marketing Officer of Univision, provided executive oversight and commented on the campaign’s recognition and impact.

Key Univision Contributors:

• Stephen Keppel – Vice President of Social Impact
• Emilce Elgarresta – Senior Director, Content & Production
• Claudia Bojorquez – Executive Producer
• María Dayana Patiño – Social Media Strategy
• Olivia Liendo – Manager, CSR & Social Impact Digital News