The Spanish Red Cross, better known to locas as ‘Cruz Roja’, wanted to find a way to help those who don’t have the digital tools necessary to fight poverty, because of lack of resources. The result was a novel idea for the use of digital billboards.
61% of people at risk of poverty do not have access to the opportunities that technology can offer. The idea was to transform Out-of-Home billboards in Madrid into digital devices. The devices are free to use and contribute to the fight against social exclusion.
Cruz Roja created a billboard which always says “yes”, which people with scarce resources can use to find information to access help, such as workshops, places to stay, and healthcare facilities.
Watch the Cruz Roja vimeo video to find out how the campaign went down.