The COVID 19 crisis affected us from the beginning, and there were several projects where our clients were forced to postpone or even cancel their events. We were all looking at closed doors for a long time.
But when we were in lockdown we couldn’t resist the urge to do our bit with the tools we had available. So Horacio Cabilla’s “Arrimar el hombro” initiative began. The campaign, whose title translates as “Pitch In”, offered real stories from ordinary people to give a message of hope at the beginning of lockdown.
Juanra works at El Calé florist’s shop in Valencia and all the flowers they couldn’t sell for Spanish Father’s Day and the Fallas festival in March were given to health workers, policemen and staff at big supermarkets to make them smile.
Miguel Silvestre, from cyclist to fruit seller in the El Viso district of Madrid..
Miguel left his job and his passion – bikes – to run his parents’ greengrocer’s shop because they were elderly and had to stay at home. At Frutería Silvestre he took orders over the phone and delivered them to customers’ homes so they did not have to go out into the street and take unnecessary risks.
It was a return to the kind of local life where neighbours take care of each other.
María Ramiro, COVID-infected nursing assistant
She got infected while working for all of us.
That meant days of quarantine without being able to see her son, but all she wanted to do was recover so she could get back to work and support her colleagues at the hospital.
Luis Pablo García, senior doctor at La Paz Hospital in Madrid.
He turned his physiotherapy medical floor into a COVID-19 patient care area, pitching in and supporting his colleagues.