A project that introduced the loneliness of the elderly into the media, political and social agenda.
Its results exceeded any previous BBK communication campaign – the second largest foundation in Spain – improving the brand perception by 7 percentage points and social concern for the elderly by more than 6 points.
55 national and international awards

1 bronze

2 Brand Film Festival

1 silver
2 bronze
2 bronze

4 gold
2 silver
1 bronze
2 silver
1 bronze

4 bronze

1 gold

1 bronze

1 bronze

1 gold

1 bronze

1 PRweek Global Awards

1 Sabre EMEA Award

2 Publifestival

2 Fundacom

1 Grand Prix
3 IPRA Awards
3 IPRA Awards

3 gold
2 silver
1 bronze
2 silver
1 bronze

1 gold


1 silver

2 Premios Genio

1 silver
2 bronze
2 bronze

2 silver

(Español) Segunda mejor campaña del mundo

1 bronze

1 bronze

2 Dircom Ramón del Corral

(Español) “Los mejores trabajos publicitarios españoles del año 2020”

1 gold

(Español) Segunda campaña más premiada del mundo
BBK challenged us to show its social contribution through a campaign to raise awareness, capable of mobilizing media and social chatter.
We sought to tackle a forgotten reality, daring to talk about the problem head-on
Nora Sarasola, Director of Social Work at BBK
Then... everyone started to wonder,
“Who is this mysterious woman?”
“Who is this mysterious woman?”
The stir caused by the iconic sculpture flooded
the media and the social platforms.
the media and the social platforms.



And suddenly, we unveiled the real message behind it: “Mercedes is alive!”
Not being able to chat, to smile, to touch… Loneliness is the worst thing possible. It is a living death
Mercedes
All the action was caught on a video clip published online,
which included statements by Mercedes and how her experiences inspired the sculptor to create the work.

A success that shows how communicating in a novel fashion is key to generating social dialogue that forges relevance
Creativity at the service of the goals of communication was one of the keys to the media and social repercussions of the campaign. A risky idea that, together with the work on structuring rigorous dialogue, contributed to multiply the impact and efficacy of the project.
Powerful, provocative and striking. It makes people reflect and talk, provoking a change in the lives of people, of politics, and most importantly, in the life of Mercedes.
PURPOSE AWARDS

I feel that there is no greater success for us as a foundation than managing to not just raise awareness but mobilize a whole society regarding such a sensitive issue as the loneliness of our senior citizens
Xabier Sagredo, President of BBK