Cáritas

Coinciding with the launch of the Caritas international cooperation campaign Hay que estar cerca (You need to be close), the aim of the official confederation of the social and charitable action organisations of the Catholic Church in Spain, was to attract a younger target audience in order to increase the number of members and volunteers among this group. Accordingly, we designed, planned and implemented, in record time, a digital communication strategy, in which, for the first time, social media platforms became the main channels for the launch of the campaign. As well as creating corporate profiles on Instagram and LinkedIn, or developing initiatives with national influencers and microinfluencers, we also dared change the strategic approach completely, since, until then, the organisation had always worked on more traditional communication initiatives.