Communication strategy & GRAPHIC DESIGN
Envejecer con derechos
As the Communications Manager at the Fernando Pombo Foundation, I had the privilege of being involved in an innovative project aimed at promoting and protecting the fundamental rights of older people in Spain.
My primary role as the Communications Manager was to reshape the project’s message to make it appealing and understandable to the public. The initiative seeks to raise awareness about the challenging realities and legal vulnerabilities many older people face in today’s society. The goal is to change the behavior of society and older individuals, helping them better understand their fundamental rights and their implications in daily life.
The project focuses on Spain, where a significant proportion of older people benefit from this initiative, especially those suffering from unwanted loneliness.
To achieve these objectives, we developed a series of tools and strategies, considering our target audience: social organizations working with older people, the older individuals themselves, and their families.
Audio Guides
We transformed brochures into accessible and understandable audio guides, as many people may have visual impairments or difficulties reading. These guides were made available on platforms like Spotify and Ivoox, which I personally managed, and I also created all the necessary graphic materials.
STRATEGY
- Accessible Document
I created an easy-to-read document summarizing the content of the brochures, making it easy for printing. - “Cafés with Rights” Workshops
We organized engaging and collaborative legal workshops with lawyers, third-sector professionals, and law students. - Testimonial Videos
I recorded and created videos explaining the project, which were then distributed on social media and at events to reach a wider audience. - Social Media
I conducted several social media campaigns, designing all the necessary materials for them, targeting other social organizations and recruiting new volunteers. - Mailing Campaigns for event attendees.
Website
To date, the project has had a significant impact with thousands of brochure downloads, the training of older individuals and volunteers, and the collaboration of pro bono lawyers and law students. Through this project, we provided valuable tools for older people to fully exercise their rights.
Additionally, I managed the creation and maintenance of the project’s website, optimizing it for search engines and ensuring that the content and supplementary materials are accessible and engaging for older individuals and their families.
Press Coverage
The project and its audio guides were featured on RTVE radio, Spain’s leading public television and radio network, which generated broad visibility among the public.
It received coverage in renowned digital media outlets such as “La Vanguardia,” “Europa Press,” “65ymas,” “Diario Responsable,” and “Geriatrecarea,” allowing the project to be disseminated nationally and internationally.
Additionally, I managed the creation and maintenance of the project’s website, optimizing it for search engines and ensuring that the content and supplementary materials are accessible and engaging for older individuals and their families.
Awards
The project was selected among the top 10 social innovation initiatives in 2022 in Latin America and Spain by the Development Bank of Latin America and Haz Magazine, highlighting its international impact.
See award →
It received an award at the annual Mutualidad Abogacía Foundation Awards, underscoring recognition in the legal and social field in Spain.
Se award →
The nomination for PILnet’s Global Awards 2023 highlights the international relevance of the project and its contribution to promoting the fundamental rights of older people worldwide.
See nomination →
These achievements, along with extensive media coverage, underscore the importance and success of “Aging with Rights” in its mission to improve access to the fundamental rights of older people.