Comunicación 360º y publicidad social en «Pastillas contra el dolor ajeno»: análisis de caso

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.