If it’s easy, it’s fair

Awareness campaign

Challenge

Every day, millions of people face invisible barriers when trying to carry out everyday tasks, forms, regulations, instructions... that not everyone can easily understand. From CEACOG, a public center promoted by the Ministry of Social Affairs, Consumption and Agenda 2030, there was a clear challenge: to raise awareness in society about the importance of cognitive accessibility and promote communication without barriers, clearer and more understandable for everyone.

Solution

We launched a comprehensive awareness campaign based on a large survey of Spanish society to take the pulse of the problem. From there, we developed a campaign with a central spot, actions in social networks, display advertising and content to give visibility to CEACOG itself. An initiative that not only informs, but also promotes a change of mentality: understanding each other should be easier, and we are working to make it possible.
Promoting clear and accessible communication is not only a matter of inclusion, it is an essential step to ensure that all people can exercise their rights and function autonomously in their daily lives.

Social networks

We followed a digital strategy of organic content for social networks in different formats: reels, static posts, carousels and videos adapted to each platform. The objective was to raise awareness in a close and didactic way about the importance of cognitive accessibility, showing everyday examples, sharing survey data and giving voice to those who live this reality.

The creative concept

We called the campaign La Oficina de lo Fácil because we wanted to put a face, and a tone, to the right to understand. Faced with the absurd complexity of many procedures, we proposed a symbolic space where everything is understood at once. A direct, accessible concept with a touch of irony that reflects a real need: that public institutions speak clearly and think of everyone.

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