The purpose of the campaign was to create differentiation for ACCIONA’s message and vision at a time when worldwide financial uncertainty is being compounded by doubts about the soundness and viability of our entire system, leading to the need to re_think and re_view everything considered valid to date.In that context, it was necessary to “Re_Accionar” (re-act) and launch a campaign calling for reflection and social awareness to create a shared sense of responsibility for the future. And we found that, counterbalancing the countless obstacles, mistakes, defunct systems, pessimism, etc., by placing a “re” in front of anything we can emphasize “return to, redo, start anew, change, re-focus,”etc., and call for a “re-birth” of our understanding of business and the socioeconomic structures of the twenty-first century.