![\"\"](\"https:\/\/www.europesays.com\/spain\/wp-content\/uploads\/2026\/05\/YDRAY-Sequence-01.00_00_19_16.Still002.jpg\")
<\/p>\nMadrid, May 7, 2026 \u2013 Every year, millions of people pay using cashless wristbands at music festivals. By the end of the event, many of these still hold a small remaining balance that is rarely reclaimed. This \u201cinvisible\u201d money is the starting point for \u201cCash Forward\u201d, an initiative by UNICEF Spain together with Ogilvy Spain that transforms it into real support for children in need.<\/p>\n
UNICEF estimates that 73 million children across 133 countries require humanitarian assistance, driving the need to explore new ways to channel public solidarity. The \u201cCash Forward\u201d initiative proposes a simple action: using the same wristband used to pay at the festival to support UNICEF Spain, without additional registrations or complex processes.<\/p>\n
\u201cThat small balance we sometimes forget or do not claim because the amount is minimal can become something much bigger: an opportunity to guarantee fundamental rights such as education, protection or survival for children around the world,\u201d explains Soraya S\u00e1nchez, Director of Marketing and Fundraising at UNICEF Spain.<\/p>\n
<\/p>\n
![\"\"](\"https:\/\/www.europesays.com\/spain\/wp-content\/uploads\/2026\/05\/YDRAY-Sequence-01.00_00_24_02.Still013.jpg\")
<\/p>\n
From forgotten balance to action<\/p>\n
During festivals, attendees can check their wristband balance at UNICEF Spain spaces and decide whether to donate all, part or a specific amount. In addition, the initiative allows users to donate afterwards, extending the life of a balance that would otherwise be lost.<\/p>\n
Cash Forward is based on a simple idea: that no resource, however small, should go to waste when it can help guarantee children\u2019s rights. Every contribution can help more children access education, safe water, healthcare or protection from violence.<\/p>\n
\u201cWe saw an opportunity in the cashless systems used at festivals. It was about giving a new purpose to something millions of people already do when they pay, enabling donations in a simple and direct way,\u201d says the creative team behind the initiative, made up of Manolo Catal\u00e1n, Nicol\u00e1s Rudy, Luc\u00eda Santos and Patricia Villar\u00f3n.<\/p>\n
The initiative, produced by WPP Production, will launch in 2026 at some of Spain\u2019s main music festivals and will roll out throughout the year, with a view to continuing in future editions.<\/p>\n
In this regard, Javier Mart\u00ednez and Pablo Fern\u00e1ndez, Creative Directors at Ogilvy Madrid, explain that \u201cin this way, people can buy a drink, a snack and now also donate while enjoying their favorite artists.\u201d<\/p>\n
With this initiative, UNICEF Spain aims to integrate solidarity into the festival experience itself, making a gesture that until now was not part of the user journey. Because if paying with a wristband is already part of the experience, improving the lives of children can now be part of it too.<\/p>\n
Campaign credits
Agency: Ogilvy
Client: UNICEF Spain
Title: Cash Forward
Client contacts: Soraya S\u00e1nchez and Erika Pestana
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla and Juan Pedro Moreno
Director: Vanesa Porto
Creative Directors: Pablo Fern\u00e1ndez and Javier Mart\u00ednez
Creative Team: Nicol\u00e1s Rudy, Manolo Catal\u00e1n, Patricia Villar\u00f3n and Luc\u00eda Santos
Account Director: Clivia Guindo
Account Supervisor: Marta Costa
Head of Delivery, Tech & Innovation: Joaqu\u00edn Morato
Tech & Innovation Project Manager: Carlos Hern\u00e1ndez
Technical Director, Technology: Ismael Luque
Head of Experience Design: Jordi Morera
Experience Design Lead, Strategic Design: Pol Sabata
Senior UX\/UI Designer: Laura Carreira
Senior Data Analyst: Elena Escudero
Project Manager: Oscar Madrid
PR & Comms, Ogilvy Spain: Christian Mart\u00ednez and Laura Cuenca
Production & Post-production: WPP Production
Digital Strategy & Performance Director: Elena Mart\u00ednez
Performance Strategist: Carolina Guerrero
Campaign release date: April 30<\/p>\n","protected":false},"excerpt":{"rendered":"Madrid, May 7, 2026 \u2013 Every year, millions of people pay using cashless wristbands at music festivals. By…\n","protected":false},"author":2,"featured_media":18760,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[10294,10295,10296,300,10297,17,10298],"class_list":["post-18759","post","type-post","status-publish","format-standard","has-post-thumbnail","category-spain","tag-agency","tag-brands","tag-campaign","tag-events","tag-festival","tag-spain","tag-unicef-spain"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts\/18759","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/comments?post=18759"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts\/18759\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/media\/18760"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/media?parent=18759"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/categories?post=18759"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/tags?post=18759"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}