Our main challenge was to increase Spaniards’ awareness about child poverty, both internationally and locally. This made it harder since we needed to come up with an idea that would work both nationally and overseas.

On the other hand, and due to the kind of communications the organization has, we had to look for a way to say all those horrible things without being too bold or dramatic, but rather optimistic and close to the people, so that they wouldn’t feel attacked or offended in any ways.

After several trials, we finally came up with a very simple and powerful idea: poverty and hunger are big problems, but they become even bigger when faced by a child. So we had it: injustice is a bully, a giant frightening monster affecting children.

Several days of research later, we found John Kenn Mortensen’s work, and fell in love with it, so we just contacted him, he was willing and excited to collaborate with us for such a great cause.

- More than 60 different impacts in radio, tv, on and offline press (national and regional coverage papers and specialized cooperation publications)

- The campaign and the work of the organization has been mentioned by the principal media and news agencies in Spain.

- Twitter reach: 5 million followers

- 500 users tweeted the campaign

- Celebrities and influencers posted their pictures with our t-shirt.

- 1500 Facebook likes for campaign images.

Awards and mentions in specialized advertising media:

- CdeC 2014: Gold medal for “Graphic” category

- Archive Magazine: Print of the week