In collaboration with IE Business School and Llorente y Cuenca (LLYC), we launched a transmedia campaign for Pan y Peces, a Madrid-based NGO that provides food as well as personal hygiene and cleaning products to families at risk of social exclusion.
After conducting some context analysis and setting up our objectives for the NGO, we started shaping our campaign strategy. We created an audience analysis and observed Pan y Peces and its operations through meetings, correspondence, and volunteering sessions. Based on our observations, we came up with an insight. Inspired by our insight— “something that one person considers insignificant might be of great importance to someone else”— we formulated our creative concept that consists of content creation in the form of videos, graphics, photos tailored for Instagram, social media mobilization, and event activation.
#QueSon2Euros
We decided to use the 2€ coin as a symbol of transformation. A donation of 72€ to Pan y Peces means a month’s worth of food and basic hygienic items for a family of four. When divided by the days of a month, this comes out to roughly 2€. For just 2€, that means for a day, a family doesn’t have to worry about satisfying basic needs and can instead focus on their future.