Drawing inspiration from the traditional view of clotheslines hanging from many houses in these old-town areas, an initiative has been launched by Spanish supermarket chain Minipreço and creative agency Nossa, which gives locals the opportunity to display advertising on their clothing in exchange for shopping vouchers.

Despite being a popular location for travellers and holiday makers, the traditional neighbourhoods of Lisbon, Portugal, are experiencing negative consequences of tourism such as housing issues.

A study by the Institute of Geography and Spatial Planning of the University of Lisbon revealed that 100 properties were purchased between 2015 and 2017, however most were converted to tourist accommodations. As a result, many locals are being driven out of their homes.

According to local news outlet, Público, the idea for the project came from “the gentrification and transformation of the social fabric of the historic district of the capital”.

Described as an “advertising network”, the Extend the Income campaign allows residents of Lisbon’s oldest district, Alfama, to earn extra income using a space that is already their own to tackle rent increases. 

Rather than investing in traditional advertising such as billboards and signage, advertisers can opt to advertise on textile alternatives belonging to residents such as sheets and clothing.

Despite aiming to support the local communities, Público says the initiative has been met with some criticism.

Speaking to the publication, Bruno Palma, who has been a resident of Alfama for many years, has raised concerns that the project will disqualify public spaces for the interests of companies.

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