El País was founded in 1976 (with Spain´s brand new democracy) in a country where the other media outlets were aligned with Francoism. Since its clear stance advocating freedom during the coup d´état of 1981, El País has been a leader among readers and the benchmark newspaper for the defence of the freedoms and rights of citizens.

In the last decade, in addition to the Spanish economic crisis, there have been internal problems at El País: dismissals, the resignation of long-standing journalists accusing the newspaper of censoring and vetoing articles, criticisms of the lack of freedom of expression, etc., resulting in a perception of the loss of the DNA of the values of the newspaper and consequently the social connection with readers and a drop in sales.

Based on topics that are most relevant editorially for El País (environment, feminism, education, dialogue, immigration, current affairs) the campaign is a succession of powerful images (some won WorldPress Photo awards) that are accompanied by a neutral voice over that presents a dilemma in each shot that invites the viewer to reflect and appeals to their critical spirit, before finally presenting them with the question and campaign claim, ´What do you think?´

It.s a tribute to photojournalism, of which El País is the leading exponent in Spanish. Using the regular content of the newspaper and acknowledging that there is no single easy answer to complex questions, it makes the reader the centre of the campaign and invites them to think critically, along with El País as a tool that offers information, analysis, investigation and a plurality of opinions in order to help to understand the what and why of things.