On 29 October the most iconic event of the campaign took place. A Premium Medicine Club was announced on the street in a central district of Madrid and in an advert with Arantxa de Benito as the solution to the problem that "only a few" can access medicine for the treatment of illnesses like Hepatitis C and Cancer. The indignant public were quick to react and cause a commotion on social media (it was a trending topic in Spain and abroad) and in the press.