Alma

”la Caixa” Foundation is the leading social foundation in Spain and the third largest in the world. No small achievement. Yet, because of its work across so many fronts, its impact was little known and rarely recognised. At the same time, the sheer number of programmes had fragmented its communication, making it difficult to build a clear, direct and recognisable voice. Added to this, an overly institutional and cold tone failed to connect with people—especially with new generations.

The creative response was to create a digital magazine called “ALMA”. A meeting point to bring together the actions of all its programmes, unifying the Foundation’s work in a single channel—and doing so with a contemporary voice and style to modernise its communication. Speaking about social issues through poetry and optimism, rather than pity or sorrow.

This branded content project became, over more than four years, a social reference point that helped drive change across the Foundation. Figures such as Shakira, Pau Donés, Iñaki Gabilondo and Jane Goodall contributed their perspectives, becoming the voices that spoke for the Foundation. The project, awarded a Gold ADG Laus, culminated in the publication of a book that captured the content created during those four years.