The Camino de Santiago requires effort and long days walking, but you find people who help you and encourage you to move forward. On the other hand, the path of Santiago, a 52-year-old homeless man, is very different. And it is the situation that Caritas is making visible with its new campaign, “Let’s Walk Together.”

Devised by the Chocolate creative agencyseeks to raise awareness about the homelessness in Spain. It is part of the NGO’s “Nobody Homeless” project and addresses the path and experience that homeless people live, highlighting how in most cases, they are invisible to both society and the authorities.

The creative concept has been inspired by the Camino de Santiago to establish a parallel with homelessness. Thus, it reflects the daily life of Santiago, who walks day after day without rest, but unlike the pilgrims, he does not find support. In this way it is exposed loneliness and abandonment that homeless people face.

The campaign has also included the participation of homeless people. As reported by Cáritas, homeless people They have shared their experiences in first person: who they are, what their story is and what they ask for as individuals, communities and society in general.

“Cáritas is witness to how vulnerability continues to increase in many people and families who cannot access their right to decent and adequate housing.”; explained María Santos, responsible for the homeless program at Cáritas Española. “It is necessary and urgent to continue raising awareness as a society and continue questioning public administrations, guarantors of human rights, and the rest of society about the reality that these people are experiencing.”.

In addition to the main audiovisual piece, Cáritas will carry out different activations to expand the reach of its message, and will collaborate with the different entities that are part of Cártias spread throughout the national territory. Will delve into the motto “Let’s walk together” to promote engagement with the homeless.

In addition to the reflection it poses to citizens, the campaign also seeks to highlight the activity that Caritas carried out in this field. The organization helps homeless people by trying to cover basic needs (housing, food, health and hygiene, etc.) and with personal recovery actions that break their social isolation.

According to data from the National Institute of Statistics (INE) corresponding to 2022, there are 28,552 homeless people in Spain, which represents an increase of 24.5% since the last figure published in 2012.

Technical sheet

• Advertiser: Caritas Spain
  • Campaign coordinator at Cáritas: Eva San Martín
• Agency: Chocolate
  • Creative Direction: Alejandra Morón
  • Art Director: David Rojo
  • Agency Producer: Fabio Gándara
  • Director: Cris Sanz