“Orgullosos de Nuestra Familia”
Brand Strategy, Social Media Campaign, Creative Concept
“Orgullosos de Nuestra Familia” (english: “Proud of our Family”) is a brand awareness campaign created for Fundación Aldaba, an NGO in Madrid, Spain that provides people with disabilities the means to strengthen their intellectual and social skills.
The idea was born from the insight that family means several things. It can refer to your biological family, your closest group of friends, or a community that makes you feel welcome. When visiting the NGO, my team and I saw that the community of members emulated this concept and that those with disabilities felt comfortable, confident, and loved at Aldaba. We decided to share their story with the greater Madrid area to spread awareness of the NGO’s mission and to encourage donors to direct their efforts to this remarkable organization.
Case study video for “Orgullosos de Nuestra Familia” brand awareness campaign.
Campaign Details.
“Orgullosos de Nuestra Familia” was created with four peers at IE University as a project for my Master’s program in partnership with LLYC. Together, we analyzed the NGO market in Spain, interviewed donors, tested creative ideas, and generated insights which ultimately led to the launch of our campaign.
We ran a month-long campaign on the NGO’s Facebook, Instagram, and Twitter channels which received over 14,000 impressions and received media coverage from three newspapers in the greater Madrid area.
Our project was rewarded with Honors.
View case study above for full details!
June 2020 | Madrid, Spain