Digital Interactivity and narrative strategies in the audiovisual advertising of Manos Unidas and Unicef

Abstract

The economic difficulties of some areas of the world, such as the case of Europe and the United States, providing regular international cooperation funds, necessitate a creative boost diffusion and publicity of the NGOs, who must harness the power of the Internet to raising funds or through voluntary accessions. Real interactivity, transformation of the usual roles of communication process and development of transmedia narratives are some of the possibilities to improve promotional effectiveness. This paper analyzes, as case studies, two specific campaigns of Manos Unidas and Unicef.