On 8 January 2026, the Spanish Ministry for the Ecological Transition and the Demographic Challenge (MITECO) launched Spain’s first national awareness campaign on climate change, under the slogan “Climate change, the great challenge of your generation.”
The campaign aims to raise public awareness about the scale of the climate challenge and to encourage collective action, highlighting the role of science, innovation and social responsibility in addressing climate change. Through a positive and forward-looking message, the initiative emphasizes that action is still possible and that informed decision-making is essential.
The central audiovisual piece features the Earth addressing citizens directly, reinforcing the idea that the current generation has both the knowledge and the tools to respond effectively to climate change. The campaign will be disseminated through television, digital platforms and outdoor media as part of the broader State Strategy for Climate Action.
This national initiative is closely aligned with the principles of the ABCinEnergy project, which also focuses on raising awareness and promoting behavioural change related to energy consumption and sustainability, particularly within higher education institutions.
🎥 Learn more about the campaign: https://youtu.be/HnWDYMh3eqQ