[dropcap letter="L"]
he Covid-19 crisis has given way to an economic crisis with still unpredictable consequences, which is undermining the spirits of citizens. Faced with such an uncertain panorama, it was necessary to give a response as a society, a cry of optimism that would encourage action, and thus the campaign "Fem-ho V", created by McCann Barcelona, was born.
The campaign revolves around a symbol, a gesture, a V. "The V is not just a letter, it is the initial of great values. Will, courage, victory, vision, truth. The V is what predicts that no matter how much we fall, we can always get back up," narrates the spot.
In a society as polarized as the one we live in, the initiative goes beyond ideologies, identity colors, positions or one brand or another. In this campaign, we all fit, administrations, entrepreneurs, freelancers, employees, consumers. It calls for collective commitment to overcome the crisis and is starred -also selflessly- by prominent public figures such as Tony Segarra (publicist), Agnès Marqués (journalist), Nandu Jubany (chef), Judit Mascó (model), Joan Dausá (musician), Andreu Mas-Colell (economist), Juan Carlos Navarro (athlete), Enric Valles (landscape architect), Antoni Trilla (doctor) or Meritxell Jové, Josep Amatller, Dídac Lee (entrepreneurs).
Through the website www.fem-hov.cat, the launch of a chain of favors between companies, professionals and consumers is promoted, and it aims to boost actions capable of encouraging economic recovery.