Challenge
Most public awareness campaigns focus on restrictions and obligations. The challenge was to encourage civic behaviour through a positive, engaging approach that motivates participation instead of imposing rules.
Solution
I created Cívicos Anónimos, a communication platform that positions citizens as silent urban agents whose everyday actions contribute to the wellbeing of the city. Through a light-hearted and playful approach, the campaign reframes civic behaviour as a series of "missions", encouraging participation through recognition rather than obligation.
As an extension of the campaign, an Anonymous Citizens ID card was created to reinforce the idea of belonging to a collective of everyday urban heroes.
The piece celebrates the often-unnoticed actions that contribute to a cleaner, friendlier and more respectful city, turning civic behaviour into a shared identity.
Beyond its functional role, the card acts as a storytelling device within the campaign, strengthening the overall concept and expanding the visual system across multiple applications.
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