BBK challenged us to show their social contribution through an awareness campaign that could draw attention to some of the programs they develop and issues they address in their foundation. We realized that only in Spain, more than 2 million people over the age of 65 live in a situation of undesired loneliness. An invisible reality that only becomes visible in the numerous cases of people who die in utmost solitude, only then receiving some attention from the media.
In an attempt to inspire social discussion, we created and installed a hyperrealistic sculpture in one of Bilbao’s busiest areas, in memory of Mercedes, ‘’the last person who died in solitude’’. After the social media debate that took place the days before, Mercedes was introduced to the media as the woman who inspired the sculpture, so that she could tell her story in her own words and explain how, in fact, loneliness is like being ‘’a living dead’’. We also told her story in a content piece, the success of which has enabled the continuity of the campaign with new actions to connect people who will dine together for Christmas with others who wish to invite them to share those moments with them.
More than 250 media impacts reaching a potential audience of 63 million people. More than 14 thousand social media impacts with a positive sentiment of 99% and more than 47 million impressions.
"The main objective we established with this campaign was to encourage society and institutions to solve the problem while there is still time."
David Gonzalez Natal
Senior Director Consumer Engagement at LLYC