In September 2015, four lifeguards from Badalona formed an NGO from scratch in an emergency situation: the refugee crisis that reached the island of Lesbos and the Central Mediterranean. Nobody was there to help them. Nobody knew them. They needed visibility and donations to be able to achieve their goal: that ‘no life be left adrift’.
People had to know about the existence of these completely anonymous heroes. So, we developed a communications strategy and from there we created various crowdfunding websites, as well as creative awareness videos that positioned the NGO both nationally and internationally.
Moreover, we took advantage of the reach afforded by the numerous celebrities interested in the cause, such as Pep Guardiola and Richard Gere among others, by creating pieces, content and creative actions in which they participated. Today, Proactiva Open Arms is one of the most highly regarded NGOs in the world.