GOAL

To make the streets in Santa Coloma de Gramenet cleaner, to reduce noise levels in the city, and to get people to separate their rubbish and recycle more.

PROJECT

Litter, furniture left on the street and dog excrement doesn’t disappear by magic. Every citizen is responsible for keeping their city clean. This positive appeal campaign – aimed at the inhabitants of Santa Coloma de Gramenet – involved the locals actively taking part in the civic maintenance of the city via the concept YOU CREATE THE MAGIC, embracing a colourful pop-art feel.

A comprehensive campaign of outdoor advertising, digital advertising, leafleting and the creation of digital content, it was promoted byFerrovial Services. The project was rounded off with an educational action using POP ambaixadors who reached out to everyone in all the neighbourhoods of Santa Coloma de Gramenet … and their pets!

MEDIA OUTLETS

Public buses, bus shelters, muppies at metro stops in Santa Coloma, the press, website, Instagram and Facebook.

RESULTS

The campaign reached over 5,000 locals via direct actions and educational gifts focusing on picking up dog excrement and cleaning where dogs have urinated.