Enraíza Derechos is an NGO that has been working on the right to food since 1985 through awareness raising, consultancy, advocacy and international cooperation. In 2024 it proposed a campaign to put the urgency of transforming the food system, in order to reduce its environmental impact and the social injustice it generates, on the public agenda. The current food system accounts for at least 40% of emissions, contributing to a great extent to climate change, the loss of biodiversity and the abuse of available natural resources. Furthermore, it is failing to adequately feed a significant portion of the world’s population.

The goal is to raise awareness in society about how important food is in transforming the world, and how important it is to mobilize and demand that governments and companies alike make a just and sustainable food system possible.  We also conceived a campaign to bolster the brand and its positioning so that the name Enraíza Derechos and its association with the right to food and food systems is reinforced.

The campaign used the concept #CuidandoLaRaíz (Caringattheroot) which was to span a year including three landmark occasions: European Union elections, the drought, and World Food Day.

We had to speak of a huge, systemic and cultural change, yet connected to people. We interact with food all day, so we looked towards something part and parcel of life in Spain: bars and cafés. We based our visual communication on the typical blackboards with menus, tapas and specialties in order to build the campaign’s graphic system, envisaged to remain in the organization. We conceived them as blank slates where we could tell the stories, display and breathe life into what we wanted.

On the 15th of October, we performed an event targeting young people at the University metro stop exit in Madrid. We set up Borborygmus Mundi, a four metre high inflatable globe whose innards roared because our food system is giving our planet indigestion while millions of people are going hungry. We collaborated on this with Nacho Bilbao, a musical composer for the stage who created a sound track of stomach rumbling emitted from the planet’s bowels. This action enabled us to break the bubble of social media and become known by people who otherwise would not have noticed the organization or received its message.

According to FAO studies, 733 million people face hunger in the world today, an increasing number. That makes one out of eleven people worldwide and one out of five in Africa.