More than 10,000 car sunshades featuring one of the Vega Baja’s most distinctive local expressions are being distributed free of charge across the region as part of a campaign celebrating its language, culture and identity. The campaign forms part of the regional brand “Vega Baja del Segura — your land and mine” and aims to promote pride in the area’s distinctive way of speaking. The sunshades have been allocated to town halls and Tourist Info offices in all 27 Vega Baja municipalities, based on population. The campaign follows earlier initiatives featuring characteristic Vega Baja words and expressions such as capusón, boria, lisones and camarrojas on reusable jute bags. The wider strategy brings together all 27 municipalities to promote the Vega Baja as a diverse, sustainable and competitive destination with a strong identity of its own.