In recent weeks, Madrid’s streets have been covered with bright posters proclaiming the capital as the best place to raise children. The city launched this campaign alongside new benefits for parents and adoptive families. At first glance, the initiative seems like a gesture toward supporting families. However, residents’ reactions have been anything but enthusiastic—many have responded with irony and frustration. In reality, according to parents, Madrid is becoming an increasingly difficult city in which to raise children.
Rather than prioritizing the younger generation, it’s capital that thrives here. Many believe the urban environment is shaped more by profit than family comfort. When criticized, the common retort is: “If you don’t like it—just leave.” But this points to a deeper problem: the metropolis is losing its connection to those who make it vibrant and diverse.
Image and reality
The visual style of the campaign raises questions. The posters feature babies in leather jackets with trendy haircuts, evoking the bygone ‘Movida’—the cultural explosion of the ‘80s. Today, however, that image feels outdated and fails to reflect families’ real challenges. The symbolism recalls protests and subcultures, but in practice, city officials have long since tightened policies against anyone deviating from the norm.
Madrid Mayor José Luis Martínez-Almeida, who recently became a father himself, often speaks publicly about the importance of family. He talks about everyday routines and promises to spend more time with his children. However, real steps to improve the city’s environment for families remain hard to see. The closure of family centers and a lack of affordable childcare facilities are just some of the issues parents face.
Childhood Forbidden
In Madrid, children only become visible when they can be monetized. Festivals, Christmas markets, commercial attractions—all these bring in revenue. The rest of the time, young children and teenagers seem to vanish from the streets. Their space is limited to fenced-in playgrounds, where they don’t disturb adults or disrupt the city’s daily rhythm.
City parks have become a kind of ‘reservation’ for those who generate no profit: children, the elderly, and the homeless. Streets are increasingly unsafe and unwelcoming for play or walking. Parents are afraid to let their kids out alone, and children’s schedules are packed with extracurricular activities. As a result, what once made the city vibrant—children’s free play outdoors—has all but disappeared.
A City for Adults
Architects and urban planners note that modern cities are designed for work and consumption, not for living and care. In Madrid, this is felt especially acutely. Streets are overloaded with cars, and public spaces are becoming less and less accessible for families. The breakdown of neighborhood ties and the rise of individualism are causing children to lose opportunities to learn independence and social interaction outside the home.
Streets were once places for games, exploration, and adventure. Today, a running child is seen as a nuisance rather than a part of city life. Childhood ends up “locked away” behind fences and rules. Adults increasingly view children as a source of inconvenience, not joy.
Policy and reality
Public discussions often call for support of traditional families. But nice words rarely translate into real action. Parents expect not only financial support, but also accessible healthcare, education, and housing. They need conditions that allow them to balance work and childcare, rather than simply survive under constant stress.
Instead, the city offers symbolic gestures and advertising campaigns. Families are left to face their problems alone, and children are left with limited space to live. Madrid, once a city for everyone, is increasingly becoming a territory for adults and business.
