BALEAR GOVERMENT / Campaigns
After decades of massive tourism, the Government of the Balear Islands in Spain was seeking to protect some of the areas more affected by the intense exposure, wastage and erosion from visitor’s activities.
For this campaign the idea was very simple and direct: ask citizens and visitors to be volunteers, not to do anything but to NOT DO IT.
A project with strong local roots but with ambition of impact on the mainly north european tourist’s population, this is an example of the need to generate unique relationship schemas through communication, in this case between the place and its natural resources, government and the visitors who enjoy them.
Based on the definition of what to do and why to do it, or rather why NOT do it, this campaign seeks the connection of tourists with the islands and local government structures making them feel able to reach the goals set for the campaign thanks to the suggested NO action.