Last February, Fundación Aladina presented its Casa Aladina project, a comprehensive day center for children and adolescents with cancer, their families and survivors. This is the organization’s most ambitious initiative and will be the first space of its kind in Spain, whose construction will begin in March 2026 and for which it is already gathering support.
It will host different therapeutic leisure activities, many of which cannot be offered in hospitals.
As explained by the Foundation, Casa Aladina seeks to create a unique environment, outside the hospital environment, in which boys and girls can recover part of their childhood, and where families also find respite and support; and those who have suffered from the disease can face the physical and emotional consequences. The organization describes it as “a true refuge” where attention, care, affection and therapies necessary to cope with the disease will be provided.
Casa Aladina will be located in the Madrid district of Hortaleza, it will occupy an area of 15,000 m², with 4,000 m² built distributed in three buildings surrounded by green areas. It will host different therapeutic leisure activities, many of which cannot be offered in hospitals, such as dog therapies, golf, recreational activities, sports, cinema and theater, aquatic therapies or weekend summer camps. The objective, according to the organization, is to allow patients and their loved ones to enjoy moments of normality and disconnection from the hospital environment.
The space, scheduled for completion in mid-2028, is conceived as a sustainable, accessible and open space. It has an estimated budget of 15 million euros that will be assumed entirely by the Aladina Foundation. According to the website created for Casa Aladina, so far 14% has been raised, that is, 2.1 million euros.
In this regard, Fundación Aladina has created the “Pieza a piece” campaign, designed together with the creative agency El Ruso de Rocky and carried out together with the production company Antiestático. With it, it seeks to raise funds by involving society as well as transmit the importance of creating a space like Casa Aladina.
The insight of the campaign is the construction of the space itself and, in this sense, it is articulated around the visual concept of the brick, represented as a Lego-style piece. Thus, in addition to encouraging citizens to make a donation, packs of 4 to 50 pieces have also been created, with different prices, to contribute to the project.
The campaign officially launches on November 15, but was presented at a meeting with brands and media at the WPP Campus, as WPP Media is responsible for the media planning of the campaign. At the event, Paco Arango, Founder and President of the Aladina Foundation, explained the initiative and the importance of involving companies and brands in its development. It also outlined the ways in which they can collaborate, which include financing permanent spaces within the center, or launching solidarity and awareness-raising activations.
Likewise, he highlighted the mission of Casa Aladina, which aspires to become a European benchmark for comprehensive support for childhood cancer and in “a space of hope, energy and life that will make it possible for thousands of children and families to find a place to smile again”, according to what the Aladina Foundation says.
More info.: Aladina House
