One in three minors in Spain lives at risk of poverty or social exclusion, according to data from the INE, but the situation is invisible for a large part of society. Putting it in the spotlight is the objective of “The Stone”, the awareness campaign with which the Balia Foundation invites us to break the cycle of child poverty through education.
It has been devised by the creative agency El Ruso de Rocky and presents a simple and direct metaphor to draw attention to a reality. It tells the story of a child who prepares with enthusiasm and dedication for his participation in a school function. He devotes himself to preparing his costume, but when the time comes to go on stage, he discovers that his role is that of a stone. It is present, it is part of the scene, but it goes unnoticed; a raw image that conveys the entity’s message: “Poverty is a role that affects one in three minors in Spain. And it is invisible to society”.
The advertisement, produced by Central Films, seeks to highlight that there are boys and girls with whom we live daily at school, in the park or in the neighborhoods, without knowing that they live in poverty. This may go unnoticed in an apparent normality, but it deeply conditions the educational, emotional and social development of children.
“There are childhoods that carry a stone that is too big”
The idea of the stone is intended to illustrate precisely this conditioning. “There are childhoods that carry a stone that is too big. A stone that is not always seen, but that weighs every day: at school, at home, in the neighborhood and in the way we imagine the future.“, the Balia Foundation points out in a statement. Remember that child poverty is also an opportunity gap that can translate into educational deficiencies, lack of emotional support, family stress, or difficulties in fully developing talent, not just an economic issue.
“Child poverty does not always make headlines or generate social alarm, but it is conditioning the lives of thousands of boys and girls in Spain. We are not just talking about a lack of resources, but about children who grow up with less network, less support and fewer opportunities to imagine their future.“, commented Beatriz Sigüenza, General Director of the organization. “If we want a more just society, we have to start by guaranteeing that all boys and girls can grow up with real opportunities”.
As the agency explains, this piece reflects this by moving away from the most common codes of social communication and betting on an everyday, emotional and recognizable story, but with a cinematographic aesthetic that makes it stand out. The intention has been to generate empathy from identification, showing a close reality without resorting to dramatization.
The campaign, which will have a presence in digital environments and social networks, also aims to collect donations through a dedicated website, and celebrates the 25th anniversary of the Balia Foundation. Its mission is to accompany boys, girls and young people in life processes from 3 to 25 years old, through comprehensive programs that combine academic support, emotional support and development of social and civic skills. It has already helped change the lives of more than 20,000 people, and hopes to do so with 5,000 more by 2030.
