D08. Charities, Public Health, Safety & Awareness Messages
Entrant Company
PROXIMITY MADRID, SPAIN
Advertising Agency
PROXIMITY MADRID, SPAIN
Media Agency
KANTAR MEDIA Madrid, SPAIN
Credits
Name
Company
Position
Eva Santos
Proximity
Chief Creative Officer
Susana Pérez
Proximity Madrid
Executive Creative Director
Pilar De Giles
Proximity madrid
Creative Director
Alicia Manero
Proximity madrid
Art Director
Carlos Ruano
Proximity madrid
Art Director
Gerardo Vaquerizo
Proximity Madrid
Art Director
Raúl Somaza
Proximity Madrid
Copywriter
Laura Carrillo
Proximity madrid
Communications Director
Gemma Selga
Proximity Madrid
Agency Producer
Astriz Menendez
Proximity madrid
Agency Producer
Diego Alonso
Proximity madrid
Head of Social Media
David Platero
Proximity madrid
Community Manager
Rafael Zafra Polo
Proximity madrid
Systems Technology Director
Victor Madueño
Proximity madrid
Technology Director
Elías Maldonado
Proximity Madrid
Editor
Teresa Muñoz
Proximity Madrid
Editor
Lidia Del Puerto
Proximity Madrid
Account Executive
Ana De Giles López
Special Colaboration
Sound Engineer
Pete Kelly
Special Colaboration
Strategic Consultant
Brief Explanation
The entire campaign began with a direct mail despatch to more than 200 opinion leaders and the most important media in Spain. The mail-out consisted of a rubber stamp and inkpad to be used to stamp under the bridges present on every euro bill as a protest against the critical situation with respect to evictions in Spain. Additionally, every citizen could support the campaign by requesting a rubber stamp through the website www.nomasdesahucios.org. The 20,000 available stamps ran out in 24 hours and the social networks were inundated with photographs of stamped euro bills. From one little stamp a social movement was generated that forced a change in Spanish law.
Creative Execution
Where do people go when they are left without a home? Colloquially speaking it's said they go and live ‘under a bridge’. We subsequently realised that every single euro bill has a bridge printed on it. So we created a rubber stamp where a family was symbolically drawn and asking people to stamp it under the bridges on every euro bill.
Our appeal was made through the hashtag #NoMasDesahucios and moved on social networks, from despatches to opinion leaders and a web site. In only 24 hours a social movement had been created in the streets, and in the media.
Results
The most significant result: Two weeks after the campaign launch, the Spanish President announced the ‘Second Chance Law’ to stop evictions. Additionally, the other political parties included similar policies in their electoral programs. Additionally:
• An estimated audience of 80.1 million
• 20,000 rubber stamps ran out in 24 hours
• More than 120 media appearances including on the highest rating TV programs
• More than 100,000 tweets
• ROI of 1,217,220 €
• Thousands of euro bills stamped
• When stocks of stamps ran out, many people ‘drew’ our stamp on euro bills