Social impact project
Fundació Arrels
Challenge
More than 1,500 people currently live on the streets of Barcelona. Behind this figure are individuals who have been deprived of a fundamental right: access to decent housing.
Living on the street implies a constant violation of rights and permanent exposure to insecurity, violence, deteriorating health, and social isolation. This is a reality that remains part of our city's daily life and yet often goes unnoticed.
The challenge was to find a creative way to bring this issue to new audiences, generate conversation, and help visualize a reality that should not be accepted as part of the urban landscape.
Solution
We created Petjades Visibles (Visible Footprints), an initiative promoted by ROSAPARKS for Arrels Fundació alongside illustrator Javirroyo and the Barcelona-based brand American Socks.
The idea stemmed from a simple paradox: socks are made to accompany our steps, but they could also serve to point out those who are often left out of the collective gaze.
We turned an everyday object into a symbol of awareness. Socks capable of starting conversations, generating awareness, and reminding us that behind every person sleeping on the street, there is a story that deserves to be seen.
Because while a pair of socks cannot end homelessness, they can help make it visible.
"A SYMBOL TO MAKE AN INVISIBLE REALITY VISIBLE"
The design of the socks, created by Javirroyo, was built around the concept of Petjades Visibles.
A colorful, optimistic, and direct visual proposal that uses footprints and feet as a metaphor to focus on a reality that remains all too present in our streets.
Each step thus becomes a way to remember that no one should be forced to live or sleep on the street.
A collaboration with impact
The initiative brought together very different organizations and profiles under a single goal: to make homelessness visible.
Arrels Fundació provided the knowledge and experience of decades spent accompanying homeless people. American Socks turned the idea into a real product. Javirroyo translated the message into a relatable and recognizable visual language. And at ROSAPARKS, we drove the creative concept and campaign development.
A collaboration that demonstrates how creativity can become a tool for opening necessary social conversations.
From awareness to action
The socks were distributed through Arrels Fundació and American Socks, turning every purchase into an opportunity to support the organization's care and support programs.
The campaign was deployed through graphic pieces, digital content, and awareness materials designed to expand the initiative's reach and keep an essential conversation alive.
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