EITB EKIN Transformazioa | Reinventing the public service of the Basque audiovisual entity

To tackle this exciting challenge, we collaborated with the executive team at EITB to influence new audiovisual content, addressing both specific situations in people's lives by providing information and practical resources, as well as more emerging themes that need to spark collective reflections.

Similarly, EITB recognizes that the same message can be conveyed through a narrative that fosters a sensitive and informed society, or, if not handled appropriately, can evoke feelings of inaction, blockage, or anxiety—especially on topics such as climate change. That's why, at dot., we developed a methodology that effectively defines the objectives of each piece and the target audience's area of action.

In collaboration with Irusoin, we are not only regularly creating new scripts and short audiovisual pieces to fit into various transitions and programs, but the tone and objectives of EKIN Transformazioa are also permeating through different news teams. This initiative is becoming a transversal tool for EITB, with all team members acting as antennas to identify these conversations and topics of interest. Our aim is to translate these into society using simple language, concise and accurate information, and a call for collective action free from blame. These elements are essential to the EKIN tone.