Surfrider Foundation Colillatón Campaign

Increased one-time donations by 600% during a Spain-wide environmental campaign and brought Surfrider Foundation Spain’s established Colillatón initiative to Madrid for the first time. Leading a six-person team, I spearheaded the Madrid launch, generating 11,237 views, reaching 3,260 accounts, and driving 600+ digital interactions, with 43% from first-time visitors.

The challenge was to bring Surfrider Foundation Spain’s established nationwide campaign to Madrid for the first time, expanding its reach to a new local audience. Meanwhile, the broader initiative continued across Spain. I led the Madrid campaign’s strategy and activation, integrating environmental storytelling with digital promotion, community mobilization, and institutional partnerships. I also secured support from IE’s Sustainability Certificate coordinators, creating an additional incentive for participation by offering certificate credits to volunteers.

The initiative extended beyond digital awareness into measurable environmental action, with 3,140 cigarette butts collected in Madrid. The campaign also secured coverage in La Razón, generating an estimated €6,900 in advertising value equivalent.