Swearing.
To address the critical issue of wildfire prevention, we launched the "Foc Off" campaign, a daring play on words that merges the Catalan term foc (fire) with the bold expression off (inspired by the English phrase fuck off). The provocative nature of the slogan was designed to grab attention and resonate with the public, making fire prevention a priority through a memorable and impactful concept.
Together We Prevent, Together We Protect.
As Campaign Director from the Department of Climate Action, I led a project highlighting the collective effort in wildfire prevention and extinction. The campaign showcased the collaboration between farmers, ranchers, rural agents, meteorologists, citizens, and firefighters, reassuring the public that government bodies are well-prepared and work strategically together.
We chose a female firefighter for the main poster to emphasize gender diversity in a traditionally male-dominated field, aiming to break stereotypes and highlight the growing presence of women in firefighting.
