A group of workers from a social dining room sings the iconic song “Pena, Penita, Pena”, by Lola Flores, while starting her day, dress with their uniforms and prepare all the foods that will serve. After the door, a girl waits to fill her tray with which she is probably her only food of the day.

It is the raw scene created by the agency Easy To get the message from the non -profit organization EDUCO. Under the motto “We don’t want to be sorry, we want to feed them” It seeks to make visible the reality of the thousands of minors of school age who each course run out of option to go to the dining room of their centers for lack of resources. According to the organization, 1 in 3 families requesting the dining scholarship in Spain do not receive it.

As the CLAIM of the campaign expresses, the objective of Educo is not to be sorry, but to move and mobilize society with the intention of guarantee the right to feed the most vulnerable childhood. The piece, with production of Rome, It contrasts the message of the song with the will of the workers, a kitchen full of food and the illusion of the girl to fill her tray.

“We cannot allow some children to go to the dining room and others not. The school dining room is part of the right to education and should be universal”, Says Pilar Orenes, general director of Educo, in a statement.”While that does not happen, we need the support of committed people to ensure that children from families without resources can eat at school, because you cannot learn with an empty stomach”

In this sense, the campaign encourages its projects to support its projects, specifically, its Scholarship, which remains active during vacation periods through summer camps. Users can become partners or make donations. According to Educo on its website, for every 10 euros donated, 8 are allocated to their childhood protection and education initiatives; 1 to administration expenses of the organization, and another to capture campaigns.

The campaign has sought to reflect everyday with the intention of causing empathy with the pain and frustration of fathers and mothers who cannot feed their children in a balanced way. “Carry out an awareness campaign with a topic as hard as this is a great effort to generate a unique story that makes anyone put in the place of the most vulnerable”, Said Nacho Oñate, easy creative director.

The campaign will be executed with digital spots, and will also have activations on television, social networks, Display advertising, digital radio, exterior advertising, press and street marketing.