360° citizen mobilization campaign
Challenge
In a country where almost 13 million people live at risk of poverty or social exclusion, getting citizens to check the X for Solidarity on their tax returns remains an urgent and challenging task. Although it costs the taxpayer nothing, many people are still unaware of the existence or impact of this box. The challenge was clear: to transform an invisible gesture into a collective movement that would connect with the heart of popular culture.
Solution
We created “Sign Up for Spain’s Greatest Team, ” a 360° campaign with an optimistic and inclusive tone that turned the act of marking an “X” into a metaphor for signing up for a shared cause: solidarity. The strategy was rolled out nationwide with a main TV spot, as well as presence on radio, social media, in print media, and on public billboards. The result was a high-visibility, emotional campaign that sparked conversation, fostered pride, and cultivated a sense of belonging—demonstrating that checking box 106 costs nothing but changes everything.
The Solidaria 2024 campaign has been recognized as the Best Social Strategy in Integrated Campaign at the Publifestival, International Festival of Social Advertising. A recognition that reminds us that good communication can transform small gestures into big changes.
Social networks
We took the campaign to the digital arena with a native, emotional and highly shareable strategy. We created content adapted to each network, from reels to memes and infographics, inviting citizens to mark the X as a token for a collective cause. The result: thousands of interactions, shares and a digital community mobilized like never before.
Multi-format campaign
We took the creative concept to an infinite number of conventional media... and not so conventional. In addition to being present on television, radio, press and outdoors, we made the X Solidaria message reach unexpected places: from ONCE coupons to airplane seats. Each space was an opportunity to remember that ticking a box can change many lives. Creativity was not only adapted: it was multiplied.
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