We created “the first ever video to start out with negative viewing figures” – a metaphor for what it means to start at a disadvantage, as is the case with gypsies.

So, whilst all YouTube videos want to reach millions of views, our video’s only goal was to reach the zero mark.

As is the case with thousands of gypsies, our short film would have it tougher than the rest, because it would have to reach the zero mark by climbing up from minus 750,000 views, before finally being able to start at zero, where all the others do.

The content of this video, that started out with negative views, and whose objective was to reach the zero mark, was a short animation film that told the story of a young gypsy woman called Samara, and the long and winding path riddled with obstacles that she had to travel to reach ZERO, the city of equality.

To implement the campaign’s main idea, the video wasn’t published with zero views as usual, but rather with a negative number: -750,000 views, a figure that symbolically corresponds with the number of gypsies living in Spain – a metaphor for what starting at a disadvantage really means.

The following step was to get people to see the video and help us reach the zero views mark. To do so, we relied on the altruistic help of influencers, celebrities and politicians, who shared our campaign on social media networks.

Our video received a great welcome right from the word go.On launch day,our campaign’s hashtag #PartirDeCero became a trending topic for 10 hours.Throughout the campaign’s first week,we notched up 40,879,701 impacts,reaching a global audience of 27,143,378 people (in a country of 46 million people).The country’s most important media outlets gave coverage to our campaign and placed the gypsy community’s needs in the spotlight.We managed to get the support of many influencers and celebrities,such as Alejandro Sanz.Furthermore,in the context of the controversial Catalan elections taking place in Spain at the time,the nation’s main political leaders spontaneously supported our campaign on social media channels,including the Prime Minister Mariano Rajoy.Thanks to all this,our message reached society in general,and in the end,we managed to achieve our main goal:our video reached zero views(surpassing the 750,000 negative views mark),and above all,we generated conversation and got people think about inequality and the lack of opportunities for gypsies.