27.06.2025
The video ‘(Des)Conecta’ wins the 4th edition of Efecto MIL
EfectoMil
Atresmedia Foundation, in collaboration with Telefónica Foundation, held today the awards ceremony for the fourth edition of ‘Efecto MIL’ (MIL Effect), an initiative that recognizes the creativity of young people who promote the proper use of social media and fight against digital risks. This edition received over 800 submissions, 24% more than the previous edition and a participation record, reflecting young people’s growing commitment to this cause.
The team formed by David Rodenas and Ferran Pastor won with their video ‘(Des)Conecta’, which addresses social media addiction. The jury awarded a special mention to ‘En Pie’ (Standing Up), a piece about fake news created by Gael Martín.
‘Efecto MIL’ encourages young people aged 16 to 25 to participate by creating and sharing videos of less than one minute on social media that address digital risks such as dangerous viral challenges, online harassment, hate speech, fake news, and social media addiction, with the aim of generating a positive impact on society and specifically on young people in their environment.
Additionally, this fourth edition has counted on the collaboration of more than 100 organizations, including universities, educational centers, youth information offices, creativity schools, and NGOs, which participated in its promotion.
The awards ceremony for this fourth edition, held this Thursday, June 26th at Atresmedia’s facilities, brought together finalists, family members, jury members, and representatives of collaborating organizations. Roberto Brasero, director of Tu Tiempo on Antena 3, served as master of ceremonies and highlighted the relevance of initiatives like ‘Efecto MIL’ for young people.
The event was also attended by Patricia Pérez, Corporate General Director of Atresmedia and Director of Atresmedia Foundation, and Luis Prendes, General Director of Telefónica Foundation, who presented the trophies. Susana Gato, Group Sustainability Director and Deputy Director of Atresmedia Foundation; Lydia Loste, Communications and Marketing Director of Telefónica Foundation; and Jaime López Amor, Head of Branded Content and Transmedia at Buendía Estudios and tutor for ‘Efecto MIL’ training, were responsible for presenting diplomas to all finalists.
‘Efecto MIL’ encourages young people aged 16 to 25 to participate by creating and sharing videos of less than one minute on social media that address digital risks
Entrega premios EfectoMil
Winners of the 4th Edition of ‘Efecto MIL’
The jury for this edition, composed of professionals from various fields of audiovisual communication, marketing, and advertising, as well as young employees from Atresmedia Group and Telefónica Foundation, selected the winning videos based on criteria of relevance, creativity, quality, participation, and social media success.
David Rodenas Guillem, 20 years old, and Ferran Pastor Pons, 23 years old, form the winning team with their video about social media addiction ‘(Des)Conecta’ ((Dis)Connect). The piece tells the story of a young man who, trapped in social media, ignores his grandmother’s call and message. After receiving news of her death, the protagonist finally listens to the message in which his grandmother lovingly encourages him to live, to embrace, and not to let life pass by in front of a screen. Through the tagline “Your best story is not on a screen,” the video proposes a simple but necessary solution: disconnect from networks to connect with those who really matter.
According to the creators, “(Des)Conecta is a video that reflects an increasingly common reality: social media addiction and how it distances us from those who love us most. The video not only seeks to touch the heart, but to make us reflect on how spending so much time in the digital world disconnects us from real life and from moments that will never return. It reminds us that life happens outside of screens and that sometimes we realize it too late.”
The video ‘En Pie’ (Standing Up), about fake news created by Gael Martín Ortiz de Landázuri, 18 years old, received the special mention. The piece uses 3D animation to illustrate the journey of news through the network using the “domino effect” analogy. A mobile phone with the word ‘NEWS’ falls and impacts other phones, causing a chain reaction that symbolizes the rapid spread of information. In this process, a phone with the word ‘LIE’ appears, hitting the phone of truth, representing how fake news distorts and challenges reality.
According to Gael, “Through the ‘domino effect’ analogy I have tried to show how ‘fake news’ is transmitted quickly from one phone to another. During this journey, the news undergoes transformations, is magnified and becomes misleading information that can cause great harm. In the end, the lie becomes so big and powerful that it fights in a final duel against the truth.”
The finalists of this edition were also present at the awards ceremony: Thiago Gomes Granzotto, 21 years old, and Estrella del Darma García Pedrero, 20 years old, with the video ‘Con mono’ (With Monkey); Luis Rodríguez Martínez and Jorge Rodríguez Tornero, both 19 years old, with ‘Despierta’ (Wake Up); Nuria Sabín López, 22 years old, and Verónica Sobral González, 21 years old, with ‘Life Wrapped’; Raquel Dopazo Bouzón, 21 years old, and Enoc Fernández Vidal, 25 years old, with ‘Noticias que impactan’ (News That Impact); Miguel Márquez Torrecilla, 25 years old, Vega Ruiz Bonal, 20 years old, and Adrián López González, 21 years old, with ‘Tecno-Sala’ (Tech-Room); Ángela Ocón Cañardo, 19 years old, Loreain Olite Sanz, 18 years old, and Irune Urtasun Martín, 19 years old, with ‘Un minuto para abrir los ojos’ (One Minute to Open Your Eyes); and María-Amelia Denaison Vallinas, 20 years old, with the video ‘Una pregunta’ (One Question).
The winning team will receive a technology pack of their choice valued at 3,000 euros and will also enjoy an in-person communication course at Atresmedia’s facilities, taught by Atresmedia Training with experts and industry professionals. Training where they can develop their communication skills, learn public speaking techniques, and strengthen their expression abilities.
Additionally, the special mention will receive as a prize an in-person experience at one of Telefónica Foundation’s Campus 42 locations, one of the most innovative programming training spaces in the world.
Furthermore, to expand its reach and serve as inspiration for young participants in future editions, the winning piece will be distributed on the Atresmedia Foundation website and on the Efecto MIL project’s own website, as well as on the social networks of Atresmedia Foundation (Instagram, X, TikTok, Facebook, LinkedIn), ‘Efecto MIL’ (Instagram, Twitter, TikTok), and Telefónica Foundation.
Given this year’s great reception, Atresmedia Foundation will launch the fifth edition of this initiative at the end of 2025, to give more young people the opportunity to use social networks to raise awareness and generate social impact.