MAKE IT HAPPEN is a campaign that encourages people to stop waiting for signs from the universe and start taking action. Because by ticking the X in Box 106 for social purposes on your income tax return, 0.7% of your taxes goes to social projects that improve the lives of those who need it most—without you having to pay more or receive a smaller refund.
In a world that often seems driven by uncertainty, where we look for signs in the universe for something good to happen, the new X Solidaria campaign delivers a clear message: there is no need to wait anymore—we can make it happen.
Under the slogan “Make It Happen”, this multichannel campaign developed by ROSAPARKS for the Platform of NGOs for Social Action (POAS), with the support of the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda, aims to mobilise the public and remind them that, with a gesture as simple as ticking the solidarity box 106 for Social Purposes on the income tax return, it is possible to change the lives of millions of people in vulnerable situations.
A sign that transforms
At the heart of the campaign is a spot that plays with the collective imagery of “signs”: those moments when we look up at the sky searching for a comet, hope to find a four-leaf clover, or make a wish when we see a shooting star. In contrast to that passive waiting, the campaign proposes a different sign—real, tangible and powerful: an X that transforms.
According to Loreto von Chrismar, Executive Creative Director at ROSAPARKS: “We wanted to speak to that part of us that waits for good things to happen, when in fact we have the power to make them possible. Ticking the X is a small gesture, but deeply transformative. It is not magic: it is solidarity.”
A 360 rollout
Over the coming months, “Make It Happen” will be activated through a comprehensive media plan with presence on television, radio, digital media, social networks, street marketing actions and outdoor advertising (OOH). The message will also travel thanks to the collaboration of more than 30 social organisations and multiple companies that will amplify the campaign through their own channels.
With a warm, symbolic and hopeful tone, the campaign aims to connect emotionally with the public, highlighting the collective power of a simple gesture that creates real impact.
Why tick the X Solidaria
Behind this campaign is a clear purpose: to make the real impact of the X Solidaria visible. Because ticking box 106 for social purposes on your income tax return costs nothing—neither do you pay more, nor do you receive a smaller refund—but it allows 0.7% of your taxes to be allocated to social projects that improve the lives of people who need it most.
Thanks to this voluntary allocation:
- In 2024, more than 12.3 million people ticked the X Solidaria.
- This represented an increase of 279,775 people compared to the previous year.
- Currently, 52% of the taxpaying population is already part of this solidarity movement.
The funds raised help drive projects that support people experiencing poverty and/or social exclusion, women, children, older people, people with disabilities, and many other realities that need backing.
A campaign with purpose
This is the second consecutive campaign developed by ROSAPARKS for POAS, a collaboration that reinforces both organisations’ commitment to creative communication in the service of impactful causes. The initiative is supported by the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda and forms part of the joint work between the Third Sector, public administrations and civil society.
Because there is no need to wait for good things to happen.
Make it happen. Tick the X Solidaria.
Campaign spot: https://www.youtube.com/watch?v=E7OYi_K-7Co
More information: www.xsolidaria.org
