Gobierno Vasco Casi tan fuertes como el agua.
La campaña que muestra nuestra mejor cara, desfigurándola
El agua domina la lista de catástrofes en los últimos 50 años, según Greenpeace. Tanto en pérdidas de vidas humanas como económicas. Con el cambio climático el riesgo será cada vez más frecuente y extremo, según los expertos. En Euskadi, el agua es la mayor amenaza natural de nuestro territorio. Pero la ausencia de catástrofes recientes hace que la gente no sea consciente. No tenemos cultura de riesgo. Y el Gobierno Vasco nos llamó para sensibilizar sobre este riesgo a través de URA, la Agencia Vasca del Agua.
Decidimos buscar una forma de concienciar sin alarmar, y a la vez, empoderar. Con una idea que mostraba los rostros más reconocidos por su habilidad para convertir el agua en riqueza, en un estado desconocido: distorsionados por el agua. El agua desfiguraba con suma facilidad sus rostros. “Somos más fuertes que nadie contra el agua. Pero no somos más fuertes que ella”.
Creamos la plataforma de comunicación “Casi Tan Fuertes Como El Agua” y para visibilizarla, una tipografía específicamente diseñada para que el agua la transforme y desfigure, a partir de acuarela fresca. Tinta mezclada con agua.
Después lanzamos un plan de comunicación y medios con spot de TV en plataformas de vídeo on-demand y de contenidos, medios digitales y RRSS.
Una microsite específica con datos para empaparse de conocimiento. Y una fuerte presencia en exterior convencional, marquesinas, tranvía, radio, digital 360 y soportes especiales. Para el lanzamiento, también creamos y organizamos el evento de presentación con la Consejera del Gobierno Vasco.
Resultado: la campaña inundó los medios principales como noticia, alcanzando cifras incalculables en audiencia no pagada. Y ha obtenido múltiples reconocimientos tanto en nuestro territorio, como a nivel internacional. Con ello, poco a poco, hemos sumado nuestra energía para que la ola contra el cambio climático llegue un poco más lejos.
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“Nada hubiera sido posible sin el expertise y el alma de Shernan, el compromiso de dirección con un mensaje de estas características, o la inestimable participación de prescriptores de reconocido prestigio que cedieron su imagen para promover un bien público. Casi nada.”
Eneko Albizuri. Responsable de Comunicación de URA, Agencia Vasca del Agua.
