Abstract
The campaign «Pills for other persons’ pain» is considered one of best five Spanish campaigns of the past fifty years, a fact confirmed by the large number of prizes obtained in several advertising festivals, altogether more that fifteen per year. This campaign has marked a new starting point for social advertising. We consider that the 360 degree strategy is one of the bases for the success of the campaign, more than the use of public personalities of great visibility and personnel of the organizations represented; Doctors without Borders. We have carried out a theoretical and media exploration of the campaign, with the objective of getting a deeper look at the integrated strategy of the campaign “Pills...”, as well as exploring the media cover received by the campaign in order to identify the press discourses.
Highlights
a fact confirmed by the large number of prizes obtained in several advertising festivals
We consider that the 360 degree strategy is
well as exploring the media cover received by the campaign in order to identify the press discourses
Summary
«Las donaciones privadas y públicas descienden mientras las particulares se mantienen». Sección: ‘SANTIACICLO’ | Busca recaudar 10 euros por kilómetro «El Camino de Santiago en monociclo, con fines ecológicos y humanitarios», Subt. La iniciativa comenzará en junio y se llevará a cabo en 35 etapas Subt. El viaje se podrá seguir en directo a través del blog de Daniel Burón
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