El Free Tour de la Trata
A fake walking tour of Santander that, instead of monuments, points at the flats where women are sexually exploited. Two minutes of video that went viral within hours.
Cover still- Client
- Asociación Nueva Vida & the No+Trata platform
- Date
- September 2025, for the International Day against Sexual Exploitation and Trafficking (23 Sept)
- My role
- Concept, script, direction and edit, from the idea to the version published
- Format
- 2-minute video for Instagram, Facebook and TikTok
The context
Every year, Asociación Nueva Vida runs a campaign for 23 September, the International Day against Sexual Exploitation and Trafficking. The message is always the same: trafficking for sexual exploitation is a crime, and it happens in our own cities, often in plain sight. The challenge was to make people stop scrolling and look at something they would rather not see.
The idea
A free tour, the friendly format every visitor to Santander knows, turned against itself. A supposed guide starts at the Plaza del Ayuntamiento and leads the group through the city centre. But instead of monuments and viewpoints, he points at the flats where prostitution takes place. The tone of tourism collides with the reality of exploitation, and the discomfort is the message.
The launch
The video was released on Saturday 20 September on the Instagram and Facebook profiles of Postureo Cántabro, without saying it was a campaign. Within hours it was viral, and reactions ranged from surprise to anger. Nueva Vida then published a statement explaining the campaign, and on 23 September a rally in the Plaza del Ayuntamiento closed the action.
On set and on screen
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Still 06In the press
Regional and national outlets covered the campaign and the debate it opened.
The result
More than four million views and a public conversation in Santander about something the city usually leaves unsaid. The provocation worked: people reacted with outrage to real data, and the campaign reached audiences far beyond the organisation's usual followers.