GOVERNMENT OF CATALONIA – DEPARTMENT OF INTERIOR

PROJECTS

GOVERNMENT OF CATALONIA – DEPARTMENT OF INTERIOR

Central campaign video
Banners
Reels
Carousels
Press ads
Bus shelter posters
Street banners
Kit exhibition elements
Magnets
Cards
Letters for schools
Merchandising

Kit d'emergències
Raising awareness and encouraging action without creating social alarm.

73% of households are not prepared to face the first 72 hours of an emergency. Citizens need tools that activate them without paralysing them.

The Government of Catalonia, through the Ministry of Interior and Public Safety, had a critical mission: to raise public awareness around self-protection in emergency situations. After years marked by floods, snowstorms and wildfires that left entire communities isolated, the message was urgent.

But the communication challenge was just as significant: how do you mobilise people without creating fear? How do you give weight to a preventive gesture without falling into alarmism? The campaign needed to talk about emergencies without sounding like an emergency.

THE STRATEGIC APPROACH

If the content was technical, the form had to be human.

We would build a visual narrative capable of turning prevention into an everyday gesture. Through illustration, a universal language. Through art direction, a friendly tone that could lower the tension without reducing the seriousness of the message.

The information had to be clear.
The action had to feel natural.

THE SOLUTION

A central concept: the 72-hour Kit d’Emergències.

A tangible, present, domestic object. Something that fits into the home and into everyday life.

The visual system was built around clear, friendly and accessible illustrations, showing directly and simply what a kit should contain: the essential items, their function and the importance of having them ready.

The illustrations became the axis of the campaign because they made the information immediately understandable, connected with every type of audience and transformed technical content into something practical and easy to remember.

The campaign combined an on-the-ground street activation —with engagement, demonstrations and interactive content— with an interconnected digital strategy that expanded reach, recall and participation beyond the specific moment of the event.

Everything was completed with an extensive media plan across press and digital, a local influencer campaign and a press presentation led by the Minister, Ms Núria Parlón.

Get ready. Protect yourself. Keep your kit ready at all times!

THE IMPACT

Citizens stopped seeing the kit as an imposition. It became a shared gesture. A significant part of the population now has its kit prepared at home.

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