Último Año
The 70-episode TV serial drama aired one hour five nights per week and was estimated to reach an audience of 22 million households. In addition to Mexico, Último Año was broadcasted in Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela. In February of 2013, Último Año aired in the United States on MTV’s Latino station and in Mexico in that same month on Cadena 3, the most popular free-to-air channels in Mexico. Along with training the Último Año creative team, PMC developed and managed the research surrounding the drama and its Sexy Sex campaign, which was part of the Whole Society Strategy. The program targeted 16-24 year-olds and Mexfam (the Planned Parenthood of Mexico) provided a chat service via text messaging and internet that promoted the program. As with all PMC TV serial dramas, Último Año was created using PMC’s serial drama methodology.