360º Communication and social advertising in «Pills for other persons’ pain»: case study
Keywords:
Social advertising, integrated communication, 360 degrees, Pills for other persons’ pain
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.Downloads
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Published
2014-07-15
How to Cite
Hanninen L. y Morera Hernández C. (2014). 360º Communication and social advertising in «Pills for other persons’ pain»: case study. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 7(2), 275-293. https://doi.org/10.5209/rev_PEPU.2013.v7.n2.46178
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