UNICEF Spain turns unused festival wristband balances into a new way to donate
The Cash Forward initiative, developed together with Ogilvy Spain, allows users to donate unused balances from cashless wristbands directly at festivals
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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 “invisible” money is the starting point for Cash Forward, an initiative by UNICEF Spain together with Ogilvy Spain that transforms it into real support for children in need.
UNICEF estimates that 73 million children across 133 countries require humanitarian assistance, driving the need to explore new ways to channel public solidarity. The Cash Forward 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.
“That 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,” explains Soraya Sánchez, Director of Marketing and Fundraising at UNICEF Spain.
Credits
View on- Agency Ogilvy/Madrid
- Production Company WPP Production
- Director Vanesa Porto
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Credits
View on- Agency Ogilvy/Madrid
- Production Company WPP Production
- Director Vanesa Porto
- Chief Creative Officer Roberto Fara
- Executive Creative Director Javier Senovilla
- Executive Creative Director Juan Pedro Moreno
- Creative Director Pablo Fernandez Russo
- Creative Director Javier Martinez Gonzalez
- Creative Nicolas Rudy
- Creative Manolo Catalan
- Creative Patricia Villaron
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Credits
powered by- Agency Ogilvy/Madrid
- Production Company WPP Production
- Director Vanesa Porto
- Chief Creative Officer Roberto Fara
- Executive Creative Director Javier Senovilla
- Executive Creative Director Juan Pedro Moreno
- Creative Director Pablo Fernandez Russo
- Creative Director Javier Martinez Gonzalez
- Creative Nicolas Rudy
- Creative Manolo Catalan
- Creative Patricia Villaron
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.
Cash Forward is based on a simple idea: that no resource, however small, should go to waste when it can help guarantee children’s rights. Every contribution can help more children access education, safe water, healthcare or protection from violence.
“We 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,” says the creative team behind the initiative, made up of Manolo Catalán, Nicolás Rudy, Lucía Santos and Patricia Villarón.
The initiative, produced by WPP Production, will launch in 2026 at some of Spain’s main music festivals and will roll out throughout the year, with a view to continuing in future editions.
In this regard, Javier Martínez and Pablo Fernández, Creative Directors at Ogilvy Madrid, explain that “in this way, people can buy a drink, a snack and now also donate while enjoying their favorite artists.”
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.
