¿En qué te lo vas a gastar? — Branded content campaign

Fundación Lo Que De Verdad Importa

This project was developed as part of a university APS (Aprendizaje-Servicio) in direct collaboration with the Fundación Lo Que De Verdad Importa. The objective was to design a real, executable campaign aimed at increasing awareness and fundraising among young people.

The campaign is built around a simple but powerful insight: we regularly spend €10 on small, forgettable things without thinking twice, yet when asked to donate that same amount, hesitation appears. From this everyday behaviour, the campaign poses a direct and uncomfortable question: What if those €10 could actually change someone’s life?

Campaign Activation — Outdoor & QR Posters

The first phase of the campaign focuses on physical activation in everyday urban environments. Posters with direct, provocative questions are placed in streets and public transport spaces, confronting people with small but recognisable expenses.

Each piece includes a QR code that leads directly to the foundation’s donation page, turning the moment of reflection into an immediate action. The tone balances humour and discomfort, encouraging engagement without moralising.

This outdoor presence acts as the campaign’s entry point, capturing attention in real-life contexts where those everyday expenses usually occur.

(Full campaign video available on request)

Social Content — Street Interviews & Instagram

The second phase expands the campaign into digital platforms, using street interviews and short-form social content adapted for Instagram and TikTok.

Real people are asked spontaneous questions about how they spend €10 in their daily lives, creating honest, relatable answers that gradually connect back to the campaign’s core message. This format reinforces authenticity and emotional impact, while making the content highly shareable.

Together, outdoor activation and social media work as a continuous loop: the street sparks reflection, and digital platforms deepen the message, driving long-term engagement and recurring donations.