The FACIAM Network is a national alliance of entities working to eradicate homelessness. In 2022, it began a social innovation program called Futuro&Co in order to address youth homelessness and transform public youth policies and social service models. 

Over the last 10 years, youth homelessness has gone from accounting for 19% of the care provided by entities working in the field of social emergency to 30%. These figures are only increasing, fuelled by the current economic situation, migration, structural poverty and inequalities hitting families and a significant percentage of children and aggravated by problems in accessing housing coupled with precarious employment. The organizations point to roughly 12.000 homeless youth in Spain.

The program is based on a model for tackling youth homelessness from two basic tracks:

• Access to transitional long-term housing with a component of participation and sharing.

• And social behaviour, which should be an undisputable component considering possibilities for inclusion and the need for de-institutionalising social protection mechanisms. It is built around five elements that meet with consensus, all developed locally to enrich the learning process:

1.  Access to rights and legal counselling.

2.  Access to comprehensive health and psychological counselling.

3.  Access to a community and participation in resources to normalise youth’s situation.

4.  Access to autonomy through insertion in training and employment.

5.  A process to accompany youth using an intersectional approach in order to tackle variables in each youth and focus on the person who takes charge confronts a solid decision-making model that they themselves steer.

The programme was developed in 7 cities and includes intensive work in advocacy with public and private organizations so that lessons learned can trigger a transformation in the lines of work used by the social services when dealing with excluded youth. This leads to generating new lines of public policy aiming at de-institutionalization and innovation. After three years of the programme, in 2024 results will be shared and communicated. 

Our campaign is divided into 2 sub-campaigns, responding to different segments of the population and different aims:

- A launch campaign and an audio-visual to draw society’s attention to the true reality behind youth homelessness.

- A positioning campaign, aimed at society at large, social movements and institutions, putting forward the F&Co model as a solution for youth homelessness.

#AdemásDeUnTecho (MorethanaRoof) is the concept on which the campaign is based. This simple formulation points directly at the heart of the project. Though it is hard to sum up in just a very few words, it condenses a core idea behind the approach: the solution goes far beyond just a roof over one’s head. Complex problems require complex solutions. There are several systemic, interrelated causes to youth homelessness and simplistic methodologies won’t work.

The launch consisted of an outdoor campaign with advertising panels in the cities where the project was run: Madrid, Barcelona, Valencia, Gijón, Salamanca, Oviedo and Zaragoza. The campaign creativity sought notoriety by sending a very positive message that works as a hook and is instantly re-signified to lead viewers head-on into a situation that is entirely unknown for most people. 

The launch came together with a digital audio-visual campaign where we see totally stereotyped homeless people who gradually remove their false eyebrows, moustaches, beards, knit caps, overcoats…until they could be seen for who they are: 18 to 20 year-olds. We collaborated with Director Oriol Colomar and characterization artist Jesús de la Riva to achieve this effect.

The second phase consisted of a highly visual, positive and colourful graphic campaign that captured and developed the identity of the project that the program had built over three years and for which we chose to collaborate with illustrator Jose Roda.