In 2030

"In 2030" is the new campaign from HOGAR SÍ, a foundation whose mission is to ensure that no one lives on the streets, and features Richard Gere and Alejandra Gere. The campaign seeks to raise awareness about the urgency of a 2030 in which homelessness does not exist. This commitment was made by Spain under the framework of the European Platform to Combat Homelessness.

The campaign looks towards 2030 with a critical perspective, confronting two opposite concepts: reality and surrealism, in this case, the surrealism with which we always imagine the future. Thus, it addresses futuristic classics that have made headlines about 2030, such as living on other planets or having our own holograms.

Advancements that demonstrate the incredible progress of humanity and which HOGAR SÍ uses to underline the obvious delay in something as basic as the right to housing. Because, as the Foundation explains, "we cannot imagine major advancements of humanity, such as technological ones, without them being accompanied by advances in human rights."

In the words of the actor, and under the creative direction of Maart Agency, "the most surreal thing about 2030 would be if homelessness still existed." With this message, the couple demands something as essential as the right to a home in the face of the incredible progress of 2030. Because, as of today, 37,000 people do not have a home, with no other option than to live on the streets.

The central axis of the campaign is based on a 30" spot that will be broadcast on the national television channels of the Atresmedia group and Movistar+. In addition, adaptations will be disseminated on outdoor advertising platforms of the Madrid Metro, digital channels and radio slots.

The Gere's commitment to the cause goes far beyond this campaign. Their collaboration dates back to 2015, and together with HOGAR SÍ, they managed to include homelessness on the political and social agenda.
Along with the message from Alejandra and Richard, testimonies of people who have lived on the streets were also recorded, wishing that no one has to go through what they relate. That is why HOGAR SÍ has activated a countdown to make it possible to reach this goal and in 2030 no one lives on the streets. The time is now.