Pueblos Vivos Launches Campaign to Revitalize Aragon’s Regions

The Pueblos Vivos project, in collaboration with eight Leader groups and the DPZ Chair on Depopulation and Creativity, has launched the campaign «Your Village Calls You» to encourage returns to the 12 rural districts of Aragón. This initiative aims to facilitate the return of individuals with historical ties to rural areas by providing resources for employment, housing, and personalized support.

Implementation and Tools of the Campaign

The campaign will utilize various digital tools to reach its target audience. Videos and audiovisual material will be distributed through platforms such as Instagram, TikTok, WhatsApp, and its main website www.pueblosvivosaragon.com. The campaign’s slogan, «Return to Your Roots, Reconnect with What Matters,» reflects its focus on belonging and territorial identity. Initial content has already been produced in Almonacid de la Cuba, in the Campo de Belchite, and will soon expand to more areas, including the Jiloca and Jacetania districts.

Institutional Support and Community Response

The project not only has the backing of the Diputación de Zaragoza and the University of Zaragoza, but has also received funding from the European FEADER Fund, the Ministry of Agriculture, and the Government of Aragón. In the past four years, there has been significant interest with over 3,500 requests for information and around 62,000 interactions on social media, demonstrating a clear enthusiasm and need to revitalize the rural areas of Aragón.

Challenges and Key Services

The initiative faces several key challenges, including housing availability, ensuring generational change, and creating sustainable job opportunities. An inventory of available rentals has been created in collaboration with local municipalities. Furthermore, it has been highlighted that 82% of rural businesses do not have guaranteed continuity, according to surveys conducted in 200 municipalities. The campaign has also addressed over 600 annual job requests.

To facilitate the transition, personalized advice is offered for relocation, job search, and community integration. Additionally, businesses lacking continuity are being identified where potential entrepreneurs could get involved, thus providing new opportunities for the maintenance and economic growth of these districts. The initiative’s approach is firmly rooted in local strategies, utilizing a «bottom-up» approach to effectively combat depopulation. Eduardo Arilla, deputy of Depopulation, has emphasized the importance of Leader groups in adequately representing the social fabric of rural areas.