360° citizen mobilization campaign
Challenge
In Spain, nearly 13 million people are at risk of poverty or social exclusion. Checking the “Solidarity X” box on your tax return can directly help improve this situation. The challenge was clear: to highlight that it costs nothing to check the box, yet it has a significant impact on millions of people. To reposition the Solidarity X not as just another box to check, but as a decision with a direct social impact.
Solution
The 360° campaign “Make Good Things Happen” was built around a direct and powerful message: instead of waiting for good things to happen, making wishes, or crossing your fingers, you can actually make them happen by checking the “Solidarity X” box on your tax return. The message was shared nationwide across various media channels: a main TV spot, along with radio ads, social media, print media, and outdoor advertising. The result was a high-profile and impactful campaign that sparked conversation, engagement, and a sense of belonging, demonstrating that checking box 106 costs nothing but can make a big difference.
The idea was clear: to bring the X Solidaria into conversations and everyday life. That’s why the campaign adapts to multiple formats without losing any of its impact or consistency.
SOCIAL MEDIA
On social media, the campaign adapted to digital conventions and language to connect with a diverse audience, combining formats and approaches that kept the conversation going: data explained clearly, memes to build rapport, dynamic Reels, educational infographics, and dayketing initiatives tied to key moments. A strategy designed to inform, engage, and amplify the message of X Solidaria through relevant and shareable content.
MULTIFORMAT CAMPAIGN
We launched a multi-format campaign with a genuine ambition to be everywhere: television, radio, print media, and outdoor advertising, as well as Spotify and digital platforms where the audience is already active. And we went one step further, bringing the “X Solidaria” to less conventional media, such as ONCE lottery tickets and airplane seats. This strategy was designed to expand reach and brand recall, but also to surprise, demonstrating that a good idea can be consistently applied in any space.
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