‘Deliberación Triunfo’ is the creative campaign with which the Valencian prizes seek to ensure that the voices of those who research, undertake, and transform the country are also heard.

The Rei Jaume I Prizes Foundation has taken advantage of the auditions in Valencia of the popular television program, Operación Triunfo, to vindicate talent in science and business. This is the new creative campaign, Deliberación Triunfo, with which the Valencian prizes seek to highlight those who research, undertake, and transform the country.

While thousands of young people lined up to sing at the casting call for the new edition of Operación Triunfo, a scientist auditioned with a very different objective: to remind everyone that, although scientists don’t always sing in tune, they have a lot to say. “In Spain, we have talent that can change lives. All we ask is that you listen to us,” was her message. She wasn’t looking for a musical career, but for something much more urgent: for the country to pay attention to those who are advancing it through science and entrepreneurship.

Thus was born “Deliberación Triunfo,” the creative campaign with which the Rei Jaume I Prizes Foundation burst onto the scene at the country’s largest talent show to deliver a powerful message: “If we’re looking for talent, let’s not overlook it.” Because true progress requires more microphones for researchers, innovators, and entrepreneurs.

In Spain, the presence of science in the media is limited. A study by the University of Zaragoza reveals that only 0.9% of television news reports cover scientific and technological topics (1). Furthermore, although interest in science and technology has been increasing over the years, only 12.3% of Spaniards spontaneously express interest in these topics (2).

In the business field, the Spanish entrepreneurial ecosystem is showing signs of maturity, but it continues to face challenges in gaining visibility and consolidating its position in key sectors such as artificial intelligence, sustainability, and B2G (3).

With this campaign, the Foundation connects two seemingly opposing worlds—pop culture and scientific and business excellence—to launch a common vision: to give visibility to those who work every day to transform the country through knowledge, innovation, and business.

1. University of Zaragoza. Study on the presence of science on television. Available at: https://www.tiempo.com/noticias/ciencia/la-universidad-de-zaragoza-desvela-el-sorprendente-porcentaje-que-representan-las-noticias-de-ciencia-en-la-television.html

2. Spanish Foundation for Science and Technology (FECYT). Evolution of the social perception of science and technology in Spain. Available at: https://www.fecyt.es/sites/default/files/users/user378/fecyt_psct2022_informe_completo.pdf

3. South Summit & IE University. Entrepreneurship Map 2024. Available at https://www.laecuaciondigital.com/actualidad/mapa-del-emprendimiento-2024-espana-madura-como-ecosistema-emprendedor-pero-enfrenta-desafios-de-crecimiento/