RARO. Recovery of Forgotten Rural Activities

The Ministry for Ecological Transition and the Demographic Challenge is proposing a project focused on the recovery of endangered activities and trades by promoting an immersive rural experience in areas of Spain at risk of depopulation. The aim is to promote activity packages in highly depopulated rural areas, involving and highlighting the people who inhabit the area, their customs, and trades, generating intermittent economic flows and raising social awareness. At the same time, it seeks to encourage traditional practices that respect nature and represent a sustainable and conscious way of producing and preserving biodiversity.rnThe campaign is planned in five progressive phases:rnGenerate a name and brand for the project.rnDefine the project in an explanatory dossier for town councils to encourage them to join the initiative.rnConduct a graphic campaign in rural areas to register the maximum number of people offering local and environmentally respectful services.rnHost all the information on a transactional website, where demographic data, points of interest, and activity packages for available areas can be accessed.rnStrengthen the initiative with a graphic campaign in urban areas.rnUpon analyzing communication about rurality, we observe a common pattern: a nostalgic tone is used, appealing to the emotions and empathy of the audience. For this reason, the decision has been made to find a new visual code that offers different narratives, breaking away from nostalgia and pity through a strong contrast of color and movement. This shift aims to change the communication standard by adopting a current, modern, and bold language, creating new conceptual narratives through an open language that the viewer can easily decode.rn