On May 12, 2025, the Joan Maragall Classroom at the Faculty of Philology and Communication hosted a masterclass dedicated to La Marató de TV3, attended by around one hundred students from communication programs. The session analyzed the keys to the success of this audiovisual and solidarity project, which is celebrating its 34th edition this year, from multiple perspectives: planning, content, communication, media impact, social awareness, and fundraising.

The event was led by Laura Rosel, journalist and head of Communication at the University of Barcelona, and featured several key figures from La Marató and institutional representatives from the University of Barcelona and the Faculty of Philology and Communication.

Maria Feliu, Vice-Rector for Doctorate and Outreach at the University of Barcelona, inaugurated the masterclass by highlighting the deep-rooted connection of this audiovisual solidarity project with the public: "La Marató is an exceptional project that everyone feels is their own. It passes from parents to children and is an asset of our society. It is a very enriching opportunity for students to analyze it."

Lluís Bernabé, Director of the La Marató Foundation, reviewed the three decades of history that have involved the mobilization of 82,300 volunteers at call centers and over 1 million people participating annually in 3,200 popular and fundraising activities. "Without the infinite generosity and trust shown by the public since 1992, we wouldn't have come this far. These are 34 years of constant gratitude." Bernabé also explained what makes the La Marató project unique: "The high level of public participation, the differentiation of projects year after year, and the highest per capita fundraising worldwide."

Eugènia Gaisan, Marketing Director at TV3, emphasized the importance of the graphic and audiovisual campaign in consolidating La Marató as a reference among international telethons. Gaisan highlighted the language and connection with people. "This is the result of teamwork and many meetings with experts. The main key to a good campaign is never forgetting the purpose, because La Marató campaigns appeal to everyone."

Jordi Català, Director of the Audience and Analysis Area at TV3, discussed the media impact of La Marató: "We are in a new world regarding formats. La Marató not only maintains extraordinary quantitative and qualitative audience figures but is also the program that grows the most in digital media views and on social networks. We make a program that interests and values everyone."

Oriol Talon, Director of La Marató for 2024 and 2025, highlighted the challenge and responsibility of preparing such a complex and diverse program: "In March, as soon as we know the theme, we start. We prepare the program conscientiously with the utmost rigor and with the intention that it reaches everyone, paying great attention to how we explain it. It's 17 hours of programming, but I've asked to make it 24. We're short on time."

The event concluded with remarks from Dr. Joan G. Burguera, Vice-Dean for Faculty and Communication, who thanked the speakers for providing an experience of great significance that adds value to the education of our students. Dr. Burguera also emphasized the importance of research and scientific outreach as essential pillars.

This meeting offered students a unique opportunity to learn firsthand how a project of this magnitude is organized and executed.