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.
The project has won more than 50 national and international awards, including the most prestigious in the communication, marketing and advertising sector.
3 IPRA Awards
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
We realized that the unwanted loneliness of the elderly was only newsworthy when an elderly person dies at home alone.
Together with Rubén Orozco – one of the best hyper-realism sculptors in the world – we decided to create a sculpture in memory of Mercedes – the last woman to die alone.
“Who is this mysterious woman?”
the media and the social platforms.
Two days after it was put up, the media were called to a press briefing: Mercedes was presented to the media and helped us convey all the projects that BBK had set in motion to tackle this problem, along with its importance.
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.
The boost given to raise awareness of the problem ignited the media and the social platforms. The brand found itself at the heart of conversation and Mercedes became a symbol of the fight against unwanted loneliness. The number of volunteers at the foundation soared by 45%.