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The Human Values Exchange Market

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Published/Aired: 
May 2020

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The pandemic caused by COVID-19 has created an unprecedented situation. With almost half of humanity confined at home, uncertainty and concern have grown. But at the same time, confinement has brought out the best in us. Gestures like a hug are highly-priced and the value of the small things is constantly increasing. Solidarity, empathy, commitment or entrepreneurship have grown. The work that companies do and that of each person that is part of them are now more important than ever, and their human values are key to moving forward. This is precisely the core of Bankia's new digital campaign: “The Human Values Exchange Market ” created by Findasense, a hybrid between a global communication agency and a consultancy for digital transformation and customer experience. With the aim of helping to reduce the level of fear and negativity present in society due to the coronavirus, the financial institution wanted to recognize the importance of people's actions and values. Through this communication campaign, Bankia shows this "Human Values Exchange Market" that does not measure the economy of a country, but its strength and will power to move forward. On it, human values such as love, solidarity, improvement and liability are trading higher than ever.

The campaign has been launched on Bankia's digital channels – the corporate website and its social networks – and amplified on different online media. You can consult live the evolution of the Human Values graph, and see how they fluctuate daily by visitng the web https://www.bankia.com/es/mercado-de-valores-humanos. Through the use of active listening tools that analyze all the messages shared daily by users on Social Networks, the graph shows us how necessary values such as love, or responsibility are being exchanged in the market today. Both the creative idea and its execution are the work of Findasense. They also manage all the social networks of the financial institution. Federico Khaski, Global Content Lead, Innovation Leader at Findasense explains that “This idea is a mirror and a quantifier of the absolutely organic reaction that people have had to the COVID-19 crisis. In addition, it aims to bring awareness to how the values that you cannot measure in numbers, but in feelings have grown in society. It is fascinating how we learn fundamental lessons from a non-ideal situation like the current one. I think we realized, in a very short time, that we had forgotten to appreciate all the important values and gestures that we once took for granted. Now that we’re threatened with losing them, they’ve become more relevant than ever.” Maybe it’s time we pay more attention to an Exchange market that is rising: the Human Values Exchange Market. This is the curve we don’t want to flatten. And the only way to achieve it is to do it together.”

Digital advertisement created by Findasense, Spain for Bankia, within the categories: Finance, Public Interest, NGO.

Advertising Agency: Findasense, Madrid, Spain
Global Creative Director: Federico Khaski
Creative Director: Augusto Herreros Casañé
Art Director: Paloma Rodríguez
Community Manager: Anabella Sobrino
Video Producer: María Alejandra Russi
Video Editor: Tony Silva
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