Country of apañaos and apañás

Awareness campaign

Challenge

In a country where 3 out of every 10 children live at risk of poverty, resourcefulness has become a normalized solution to precariousness, and coping is the daily strategy of thousands of families to survive. The real challenge was to change this normalization of ingenuity as a structural response, to mobilize citizens to demand universal childcare assistance and, above all, to transform the narrative and the collective imagination about child poverty in Spain. Because if we do not understand what poverty is, we will not be able to fight it in a real way.

Solution

We launched "País de apañao y apañás" (Country of apañao and apañás), a campaign that interpellates from popular culture and white humor, without frivolizing the problem. Through Remedios, the queen of the apañás, and a creative universe full of traditional codes and flamenco rhythm, the campaign questions the romanticization of ingenuity and launches an urgent call to the institutions: child poverty is not fixed with ingenuity, it is fought with rights. A change of tone, approach and narrative that seeks to generate social and political pressure until real measures are taken.
Through the character of "Remedios": the one who fixes everything, we challenge the normalization of child poverty in our country, since 3 out of 10 children in Spain live in families experiencing economic difficulties.

The spot

The sound, built on the basis of clapping, tapping and the whistle of a boiling coffee pot, accompanies the entire spot like an emotional metronome. It reflects the constant tension that thousands of families live with, day after day, stretching their resources, their time and their energy. This crescendo of sound transmits urgency. It is the urgency for institutions to stop looking the other way and assume their responsibility: the implementation of universal parenting assistance cannot wait.

Social networks

In addition to the main video, the campaign is made up of different digital pieces starring Remedios, the queen of the "apaños", who will be the voice that challenges the normalized narrative of poverty and becomes a key ally of Save the Children to change the discourse on child poverty in Spain. And a series of graphic pieces that declares the different "apaños" around real problems: energy poverty, impossible conciliation, lack of school resources, etc.

Do we see more projects?

So, are you encouraged to try creativity with purpose?

Contact us
Download stickers