Estar Viva. España. — Spain's Ministry of Equality
‘Viva España’ is a Spanish saying that translates to ‘Come on Spain’ and that for a long time was appropriated by the right wing to speak about our country pride. The curious thing is that in spanish 'Viva' not only means 'Come on' but also 'Alive'. So for this campaign the Ministry of Equality decided to re-appropriate this concept in order to talk about what we should really be proud of as a country: the policies of equality that have made thousands of women free, thousands of women alive.
The campaign was published ten days before the Spanish general elections, an election in which the far right - and its denialism of gender-based violence as well as its attack on #LGBTQIA rights - was making inroads. This campaign was a reminder of the value of policies that stand up for people's rights.
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