LA SOLE
SANT JOAN DE DÉU
CAMPAIGN ‘22
our
mission
To create an awareness campaign to raise awareness about unwanted loneliness among young people. An invisible issue affecting 2.5 million youngsters in Spain.
Our
SOLUTION
We created La Sole, the first influencer who truly influenced people’s lives. A character embodying unwanted loneliness, and present everywhere to show the extent of loneliness among young people in our country. Because in Spanish, Loneliness is called Soledad, a name used often for women.
LA SOLE
We contacted a real person, not an actress, to incarnate unwanted loneliness.
We created the @aqui_lasole IG profile and filled it with content so it would look like any other influencer. She appeared everywhere a young person would be: at concerts, events, restaurants, libraries, exhibitions, working out, etc.
THE CAMPAIGN
When people started wondering who she was, she revealed her true identity: she was unwanted loneliness, the kind that accompanies 1 in 4 young people in Spain.
LAUNCH
We also launched the campaign in the real world at Madrid’s OXO museum, and took over the streets.
DIGITAL
La Sole’s profile became a safe space to share stories of loneliness, as well as to support and inform those experiencing it (and also for those who have someone in their lives who feels alone) using a tone and language that resonates with young people.
