CRE­ATIVE MAR­KET­ING & EF­FEC­TIVE­NESS:

ArabAd - - AWARDS -

“#No­moree­vic­tions”

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.

June 2016

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