JCDecaux's "Still Open" campaign transformed advertising space into a powerful system of support for small businesses in Valencia, devastated by floods. By donating 650 prime subway ad panels in Madrid worth € $1.5 million, JCDecaux recreated the physical storefronts of these closed businesses, giving them crucial visibility. This innovative approach brought local Valencian stories to a national audience, allowing commuters to scan QR codes and directly donate to the owners. The campaign aimed to reignite public attention on a crisis that had faded from media headlines, providing a lifeline to businesses that were still struggling months later. "Still Open" generated significant earned media, impacting over 156 million people and leading to 65% of the featured businesses reopening. It redefined outdoor media's role, proving its power not just to sell, but to support and rebuild communities.