The company of Moms in Action

The objective of the NGO is to accompany children who have a difficult family situation and do not have a companion during their stay in the hospital.

The NGO Moms in Action today presents its new communication campaign, “Goodbye Soledad”. An emotional story that personifies loneliness as a woman who has been accompanying thousands of children in Spanish hospitals for too long, waiting for someone to take over. The announcement highlights a harsh reality: to this day, there are many minors admitted that, due to his difficult family situation, they have no one capable of taking care of them during their stay in the hospital.

This “Moms in Action” initiative has been devised by the creative agency Kids and produced by Jakiens Y Banzai Photo Y Kikalux, with the special collaboration of IVI. According Jorge Herrero, Creative Director of Kids, “putting a voice and a face to loneliness is our way of making a problem difficult to describe tangible” and adds that “if it is hard to see a child in a hospital, seeing him without the emotional support of his family is a terrible feeling.

In the words of May Gimeno, founder of Mamás en Acción, “it has been proven that the best therapy is affection, and that feeling accompanied visibly influences the recovery of children.” The organization has several avenues of collaboration, among which undoubtedly stand out the direct donations. According to Majo, “Every donation is vital to help us carry on with our dream. The structure of our NGO does not stand on its own, but with the small contribution of many we can say goodbye to loneliness once and for all.

The campaign can be seen from today on digital platforms, in addition to Mamás en Acción’s own social networks and the rest of the companies involved in the project.

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