CREATIVE MARKETING & EFFECTIVENESS:
In 2014, the situation was critical, more than 20,000 families in Spain had lost their homes because they couldn’t pay their mortgage and despite being evicted remaining in debt to the bank. Neither the media nor the Government showed any interest in fixing the problem. The objective of the campaign was to make society aware of and empathetic to the issue to amend this injustice. Proximity and Plataforma de Afectados por la Hipoteca (PAH), a Spanish grassroots organisation that takes direct action to stop evictions and campaigns for housing rights, creatied a rubber stamp on which an evicted family was represented and asked people to stamp it under the bridges on every euro bill. The appeal was made through the hashtag #Nomasdesahucios. In less than 24 hours a social movement had been created in the streets, on social networks and in the media. But the most importantly: Two weeks after the campaign launch, the Spanish President announced the ‘Second Chance Law’ to stop evictions.