Nuevas estrategias de comunicación para las ONGDcaso de estudio de la campaña publicitaria “#cierraUNICEF”

Résumé

Currently communication strategies for raising funds in the Third Sector, increasingly require a better and more creative integration of media and concepts to be able to respond to their objectives and thus draw the attention of citizens to achieve resources that start They are scarce. In March 2017, UNICEF Spain, under the #endUNICEF banner, surprised us with a 360º campaign and demonstrated that these recruitment objectives can be achieved and, ultimately, that communication is effective. This article will analyze the strategy of this case that has obtained significant results after having opted for a rupturist storytelling, and that has been viral since its inception by connecting with its target. This campaign shows that it is possible to carry out communication strategies for media representations of disadvantaged groups with innovative turns, and with a message and tone that does not leave us indifferent because of the unusual that results in the communication that we usually see in the field of Non-profit organizations. Government for Development (NGDO).