INVISIBLE SOLITUDE

+50 awards
  • Clio Awards
  • effie
  • Cannes Lions
  • El ojo de Iberoamérica
  • Client
    BBK Foundation
  • Sector
    Civil Society Organizations
  • Client
    BBK Foundation
  • Sector
    Civil Society Organizations

Challenge.

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.

Impact.

Media impacts reached a potential audience of 63 million people. More than 14 thousand social media impacts with a positive sentiment of 99%

+250
media hits
+47M
social edia impressions
14K
social media impacts
63M
audience

The entire LLYC team was 100% involved in the Invisible Solitude project, providing impeccable management. Without a doubt, they more than met our goals. Working in an extraordinary manner, they helped us shape our contribution through an initiative that was different from any that had come before

Mireya Álvarez Basuko
Communications director for BBK

Solution.

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.