Ada Garcia, Sílvia Llombart, Marta Rosique i Aina Serra: "If a campaign is beautiful but does not advance the common good, should we do it?"

Five years after its birth, La Sembra has established itself as a communication agency that accompanies organizations with a strategic vision and commitment.

What is La Sembra?

— A communications agency that decided going to work should be worth it. It started out that way, without much thought; then things picked up pace. Five years later, we are ten women, four partners, who have completed hundreds of projects, always ensuring we add value through communication.

What does "communication with value" mean?

— It is a concept in permanent construction, a way of working and a stimulus to keep reflecting. It challenges us to ask ourselves if what we do serves any purpose. If a campaign is beautiful but does not advance the common good, should we do it? We often say that a street dinner can contribute much more to social cohesion than four tweets. Let's think of communication in an open and useful way.

With whom do you work?

— With cooperatives, entities, and public administrations in the social and cultural sphere. We have accompanied collectives that were just starting out and large institutions of the country. We do strategy, training, campaigns, fundraising, political advocacy, design, audiovisual, exhibitions, or publications. But our craft is to understand what each project needs and to make communication an ally of its strategic objectives. Contributing to a stronger ecosystem of social and cultural projects is truly stimulating.

Jornal.cat is also this.

— Yes. Jornal.cat is a media outlet that explains that every day, throughout the Catalan Countries, transformative projects are being developed and that another way of living already exists.

Do you like what you do?

— Yes, we find that it makes sense. It is very generous of organizations to open their doors to us. They tell us what concerns them and what excites them, and we have the privilege of looking at it from the outside, asking questions, and detecting what makes them different. And when we share, exceptional things happen: meetings where no one remembers whose the initial idea was because the thought has multiplied.

Why do you share what you learn?

— Yes. We learn constantly: from clients, from collaborators, and from other cooperatives. That's why we created La Sembra's resource platform. We publish reflections, recommendations, and case studies there so that knowledge, when it circulates, grows.

After all this time, what remains intact?

— May work have meaning. May the projects we accompany contribute to building a slightly more just society, but also may we be able to work in a sustainable way. We don't have the magic formula and we constantly review how we do things. Perhaps this is the secret: reserving spaces to think together and decide where we want to go before inertia decides for us.