La Vanguardia is one of the most important newspaper in Spain. It has over 100 years. Is well known as a prohispanic and monarchical media. Although it is made in Catalunya, it is written in Spanish and not in Catalan. The problem begin when they decided to publish and edition in Catalan because they were losing readers who preferred to move to newer newspapers like Diari ARA that are also written in Catalan.
How to do it? How to launch a newspaper in Catalan that has always been written in Spanish.
There are many people in Catalonia who want to become independent from Spain. How to do it without bothering its current readers and trying to connect with Catalan-speaking readers? How to do it without talking about politics?
IDEA:
Appealing to Catalan culture and our way of being using tongue twisters.
Tongue twisters are the way we learned when we were kids. It is part of our children's culture. They are games made with words. They are harmless, fun and are also a cultural fact very recognizable.
The idea was praised by all. And it worked perfectly. There were no political critics. The public saw it as natural movement from La Vanguardia. As something that was part of their cultural identity.
The claim of the campaign "Som com Som", is a quote to one of the most remembered presidents that has had Catalunya: Josep Tarradellas, and that was a succesful idea. A campaign that would only have been possible to do with an intimate and close knowledge of Catalan society, culture and way of being.
