Spain’s Advertising Industry Unites Against Covid-19  

The Spanish advertising industry has closed ranks to hold brands accountable during the COVID-19 crisis. The initiative, called #PararParaSeguir (stop to continue), calls for solidarity, to comply with health restrictions to minimise risks and help restore normality as soon as possible.

The text, signed by 35 advertising agencies, five marketing associations and supported by the media partner Reason Why, was launched on Thursday on social media to ask companies to 'forget about today's return to ensure the future”. The statement recalls the responsibility and power that companies have over the behaviour of citizens: 'It is in our hands that people consume responsibly and, above all, from their homes. Because the sooner we stop, the sooner we will continue', ends the text.

The initiative, led by the creative agency PS21, has asked brands to join the movement #PararParaSeguir and, in the coming days, will enable a website that works as a thread and vehicles the initiatives and decision making.

The agencies that have signed up so far are DDB, China Pink, DAVID, Rocky's Russian, McCann, Havas, FCB&FIRE, ES3, Proximity, Saatchi & Saatchi, TBWA, Lola Mullowen, Leo Burnett, Kitchen, Redbility, Publicis, BBDO, La Despensa, Cheil, Darwin Social Noise, Pingüino Torreblanca, True, Innocean, 360º, Zapping, VCCP, Manifiesto, Five Rooms and Tactics Europe. In addition, the initiative is backed by Reason Why and supported by the Association for Transformative Creativity, Club de Creativos, BCMA, FEDE and the Catalan School of Marketing and Communication.