This thesis addresses gender, masculinities and intimate partner violence in Poland. More specifically, the aim of this study is to problematize how masculinities are represented in Polish anti-violence social campaigns. Intimate partner violence is one of the most common forms of violence against women and is a major problem that affects both  men and women in Poland. The study approaches violence from a feminist position, and considers  men's violence to be an important element constructing masculinities. In the study, social campaigns are considered as policies which have a great potential to influence existing masculinities types and to introduce new, non-violent models of being a man. With the use of Bacchi`s “What`s the problem represented to be?” method and an intersectional perspective on gender and masculinities, Polish anti-violence campaigns are analysed to find out if they reproduce and/or challenge any social assumptions regarding men`s violence. The study found that even though campaigns challenged some of the existing masculinities types,  they also referred to existing discourses of men as protectors, providers and fighters. Final conclusions underline the need for awareness social campaigns directed towards men and with men as role models. Refraining from the use of masculinities connected with heroism and dominance, aggression and violence is recommended.

This written thesis accompanies three television public service announcement spots. Two of the spots are 60 seconds and one of the spots is 45 seconds in length. I produced this public service television advertising campaign to highlight the issue of child illiteracy in Pakistan and to encourage expatriate and resident Pakistani's to donate to educational charities. A Website created by the filmmaker is promoted in the campaign. This Website provides information about various charities that educate children in Pakistan. Detailed accounts of pre-production, production and post-production of the campaign allow the viewer to comprehend the challenges in producing television campaigns for social causes. Theoretical issues are also discussed, including the causes of illiteracy, the importance and role of social campaigns, the history and uses of propaganda as well as the aesthetic concerns of a public service campaign producer. I discuss the importance of creating the culture of public service campaigns in a third world country like Pakistan, and states that the Pakistani community needs to look inwards to overcome the challenge of illiteracy.

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No. of bitstreams: 1 arquivototal.pdf: 2043575 bytes, checksum: a727865931d5728085f817949960f18f (MD5) Previous issue date: 2016-02-26 / Debates about the collaborative consumption has gained strength in the current academic studies due to the fact that it is a recent subject, experienced differently by society, such as the Uber app, the Airbnb.com website, the online thrift stores, groups of online ride, the crowdfunding platforms such as Catharsis, among others. However, it was noted that most studies discusses the collaborative consumption in a more restricted way, to understand the consumption as the purchase, exchange or sharing of tangible goods. Although there is a perspective of collaborative consumption which relates to sharing of ideas, this one has the focus, usually in the development of a personal project. Thus, this research sought to understand how the collaborative consumption can be seen from the perspective of society, assisting projects aimed at helping people, such as social campaigns that have been carried out in the virtual environment. So, aimed to examine, in the light of online social networks, the possible relationships between the aid decision procedures to social campaigns and the collaborative consumption. To that end, a research model that describes the steps of the aid decision process was defined, which can be influenced by internal and external factors in order to analyze it from the perspective of social campaigns that are carried out on online social networks as a way of understanding how the collaborative consumption can occur in this process. As a result, the methodological procedures occurred as follows: in data collection were carried out in-depth interviews, qualitative, semi-structured, online through Facebook chat, with 16 people who said they had collaborated, more than once with this kind of campaign. The participants selection was based in friend’s suggestions and information sharing on social networks. To analyze the data, in turn, the content analysis was used. It was found that there are several types of social campaigns that are spread in social networks and that there is more than one way to collaborate with them, highlighting the donation of money that is similar to crowdfunding, donating blood, hair and provisions and sharing the campaign in their own social networking as a way to attract more collaborators. In addition, it was observed that the aid decision-making process regarding such campaigns following the steps outlined in the model, with a few own specifications of the context in which they are held (the virtual environment), being possible to suggest the stage of post collaboration, which occurs when the individual continues to accompany the campaign even after the collaboration. / Debates acerca do consumo colaborativo têm ganhado força nos estudos acadêmicos atuais, devido ao fato de ser um assunto recente, vivenciado de diferentes formas pela sociedade, como é o caso do aplicativo Uber, do site Airbnb.com, dos brechós online, dos grupos de carona online, das plataformas de financiamento coletivo como a Catarse, entre outros. Porém, percebeu-se que a maioria dos estudos discute o consumo colaborativo de uma maneira mais restrita, no sentido de compreender o consumo como a compra, troca ou compartilhamento de bens tangíveis. Apesar de existir uma perspectiva do consumo colaborativo referente ao compartilhamento de ideias, esta tem o foco, normalmente, no desenvolvimento de algum projeto pessoal. Dessa forma, esta pesquisa buscou compreender de que forma o consumo colaborativo pode ser visto pela perspectiva da sociedade, auxiliando projetos que visem a ajudar pessoas, como é o caso das campanhas sociais que têm sido realizadas no meio virtual. Com isso, teve como objetivo principal analisar, à luz das redes sociais online, as possíveis relações entre o processo de decisão de ajuda às campanhas sociais e o consumo colaborativo. Para tanto, foi definido um modelo de pesquisa que descreve as etapas do processo de decisão de ajuda, que pode sofrer influências de fatores internos e externos, no intuito de analisá-lo a partir da ótica das campanhas sociais que são realizadas nas redes sociais online, como uma forma de entender como o consumo colaborativo pode ocorrer nesse processo. Com isso, os procedimentos metodológicos ocorreram da seguinte forma: na coleta de dados foram realizadas entrevistas em profundidade, qualitativas, semiestruturadas, online, através do bate-papo da rede social Facebook, com 16 pessoas que afirmaram já ter colaborado, mais de uma vez, com esse tipo de campanha. A seleção dos participantes se deu por indicações de conhecidos e compartilhamento da informação nas redes sociais. Para a análise dos dados, por sua vez, utilizou-se a análise de conteúdo. Verificou-se que há diversos tipos de campanhas sociais que são divulgadas nas redes sociais e que há mais de uma forma de colaborar com elas, destacando a doação de dinheiro que se assemelha ao financiamento coletivo, a doação de sangue, cabelo e mantimentos e o compartilhamento da campanha nas próprias redes sociais como forma de atrair mais colaboradores. Além disso, observou-se que o processo de decisão de ajuda no que tange tais campanhas segue as etapas descritas no modelo, apenas com algumas especificações próprias do contexto em que são realizadas (o ambiente virtual), sendo possível sugerir a etapa da pós-colaboração, que ocorre quando a pessoa continua acompanhando o desenrolar da campanha mesmo após a colaboração.

Thesis (MComm (Economics)--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: South Africa faces an epidemic, namely, HIV/Aids, which has grown substantially over the last ten years. It can be regarded as the country with the most alarming statistical figures concerning HIV infection rates. Even though South Africa is a country under scrutiny, given the high prevalence of HIV/Aids, this epidemic also constitutes as a global problem, given that an approximate number of 7400 individuals are infected with HIV every day. The number of Aids related deaths has risen from 100 000 in 1999 to over 400 000 in 2009. Given the concern, and in an effort to combat the fast spread of HIV/Aids, the South African government has implemented various educational and support programs. Marketing efforts are related to the above topic, given that various marketing-related practices have been implemented by non-profit organisations in an attempt to create awareness of HIV/Aids and the related risks. These marketing communication programs are referred to as social campaigns. HIV/Aids social campaigns involve communication strategies which attempt to persuade the target market to ensure that they adhere to safesexual practices, by making individuals aware of the threat that infection poses to their lifestyles. Various campaigns also explore how an individual can ensure safe sexual behaviour. Empirical research stretching back to 1975 has provided marketers with guidelines as to what social communication campaigns, concerning threats to human health, should include regarding an emotional, cognitive aspect. Evidence exists for the need to include emotional cues that would stimulate medium to high levels of fear, rather than low levels of fear, in order to effectively persuade an individual to adhere to a protective behavioural pattern. No research has been conducted in order to conclude whether one type of execution style or specific advertising content would result in significantly increased intentions to behave in the recommended protective manner. This study investigated whether different execution styles would result in significantly different levels of attitude, fear and behavioural intention. This was done by sampling a group of 450 respondents who participated in an experimental study. Three execution styles were tested by means of a post-test self administered questionnaire including items related to variables of the Protection Motivation Theory (PMT). The PMT explores the effects that fear appeal would have on attitude change. Not only was it found that different execution styles result in significantly different levels of the mentioned variables, it was also found that one execution style is significantly more effective in evoking these cognitive responses in one race group as compared to another. The empirical results of this study reveal that by discontinuing mass communication, and, in preference, segmenting the market towards which HIV/Aids social campaigns are currently aimed, based on race, these awareness campaigns would be more effective in inducing protective sexual behaviour. / AFRIKAANSE OPSOMMING: Suid-Afrika word gekonfronteer met ’n epidemie, naamlik MIV/Vigs, wat aansienlik gegroei het oor die afgelope tien jaar. Suid Afrika kan beskou word as die land met die mees ontstellende statistieke met betrekking tot MIV-infeksie. Selfs al is Suid-Afrika die land met die hoogste gevalle van MIV/Vigs, is hierdie epidemie ook 'n wêreldwye probleem, gegewe dat 'n ongeveer 7400 individue met MIV besmet word elke dag. Die aantal Vigs-verwante sterftes het toegeneem van 100 000 in 1999 tot meer as 400 000 in 2009. Gegewe bogenoemde en in 'n poging om MIV/Vigs verspreiding te beveg, het die Suid- Afrikaanse regering verskeie ondersteunende en opvoedkundige programme geïmplementeer om hierdie doel te bereik. Die verwantskap tussen bemarkingspogings en die betrokke onderwerp is dat verskeie bemarkingsverwante praktyke geïmplementeer word deur nie-winsgewende organisasies in 'n poging om bewustheid van MIV/Vigs en die verwante risiko's te skep. Hierdie bemarkingskommunikasie programme word na verwys as sosiale veldtogte. Die relevante MIV/Vigs-veldtogte behels sosiale kommunikasie strategieë wat die teikenmark probeer oorreed om te verseker dat hulle voldoen aan veilige seksuele praktyke, deur individue bewus te maak van die bedreiging wat infeksie inhou tot hul lewenswyse. Verskeie veldtogte brei ook uit oor hoe 'n individu veilige seksuele gedrag kan verseker. Empiriese navorsing wat terugstrek tot 1975 voorsien bemarkers met riglyne oor wat die sosiale kommunikasie veldtogte, wat 'n bedreiging vir menslike gesondheid behels, moet insluit met betrekking tot 'n emosionele, kognitiewe aspek. Bewyse bestaan in guns van die noodsaaklikheid van emosionele leidrade wat medium tot hoë vlakke van vrees in ‘n individu sal stimuleer, eerder as lae vlakke van vrees, om sodoende 'n individu effektief te oorreed om te voldoen aan beskermende gedragspatrone gegewe die bedreiging wat bestaan. Geen navorsing bestaan tans met betrekking tot of ‘n sekere tipe advertensie uitvoeringstyl of spesifieke advertensie-inhoud sou lei tot ‘n aansienlik hoër voorneme om te reageer op die aanbevole beskermende gedrag nie. Hierdie studie ondersoek of sekere advertensie uitvoeringstyle sou lei tot aansienlik verskillende vlakke van houding, vrees en gedrag. Die ondersoek is gedoen deur middel van 'n groep van 450 respondente wat deelgeneem het aan 'n eksperimentele studie. Drie uitvoeringstyle is getoets deur middel van 'n na-toets self-voltooiingsvraelys wat items ingesluit het wat verband hou met veranderlikes van die beskermings-motiveringsteorie (BMT). Die BMT ondersoek die uitwerking wat vreesaanlagte sal hê op houding en aanpassing daarvan. Hierdie studie het bevind dat verskillende advertensie uitvoeringstyle bydra tot aansienlike verskillende vlakke van die bogenoemde veranderlikes, asook dat een uitvoeringstyl beduidend meer effektief is in die ontlokking van kognitiewe respons in sekere rassegroepe in vergelyking met ander. Die empiriese resultate van hierdie studie bewys dat bemarkers die doeltreffendheid van MIV/Vigs sosiale veldtogte kan verbeter deur massa-kommunikasie te staak en eerder segmentering toe te pas binne die mark op wie veldtogte gemik is. Segmentering op grond van rassegroepe sal veroorsaak dat bewusmakingsveldtogte meer effektief is met betrekking tot hul invloed op die toepassing van beskermende seksuele gedrag binne die teikenmark.

Made available in DSpace on 2014-06-11T19:24:04Z (GMT). No. of bitstreams: 0 Previous issue date: 2007-12-12Bitstream added on 2014-06-13T19:51:11Z : No. of bitstreams: 1 paixao_to_me_bauru.pdf: 2513431 bytes, checksum: a1e3d4172a06ed80f9aa1f3774eb7944 (MD5) / Universidade Estadual Paulista (UNESP) / Este trabalho visa analisar o papel da comunicação nas campanhas sociais veiculadas na televisão e as leituras das mesmas realizadas pelos jovens expostos a essas mensagens. Tomando como objeto de estudo o referendo sobre a proibição da comercialização de armas de fogo e munição no Brasil, buscou-se compreender o impacto da campanha em cidadãos em idade de voto facultativo da cidade de Bauru - SP. Para tanto, construiu-se um diálogo entre a comunicação realizada na televisão, palco no qual se debateram amplamente os posicionamentos sobre o tema em questão, o poder de transformação do marketing social e das campanhas sociais no intuito de verificar sua repercussão entre os jovens eleitores, isentos por lei da obrigatoriedade do voto, e o impacto das mesmas entre esse público-alvo. O trabalho comprovou a força de penetração das campanhas desenvolvidas pela televisão, mas também mostrou a ineficácia das mesmas no momento de despertar e motivar a participação, entendida como exercício da cidadania, dentro do grupo pesquisado. / This hypothesis aims to analyze the role of communication in televised social campaigns and how the youth of Brazil deciphers the messages they are exposed to. By examining the referendum which proposed to outlaw the sale of firearms and ammunition in Brazil, a survey was conducted to undertand the campaign's impact on citizens, who were considered optional voters living in Bauru - SP. Throughout the survey, dialogue was established based on televised communication (a matter in which the participants' beliefs and opinions were highly discussed) as well as the power of persuasion social campaigns and marketing have. Therefore, by analyzing such communication, it is possible to observe the effects these issues ha on the young voters, who by law, are not required to vote. This research's proposal shows the capacity of the campaigns made for TV to penetrate its market; however this analysis also presents the campaign's inefficiency to motivate its audience to participate, as an act of citizenship within the group whom participated in the survey.

Orientador: Maximiliano Martin Vicente / Banca: Tânia Márcia Cezar Hoff / Banca: Maria Inez Mateus Dota / Resumo: Este trabalho visa analisar o papel da comunicação nas campanhas sociais veiculadas na televisão e as leituras das mesmas realizadas pelos jovens expostos a essas mensagens. Tomando como objeto de estudo o referendo sobre a proibição da comercialização de armas de fogo e munição no Brasil, buscou-se compreender o impacto da campanha em cidadãos em idade de voto facultativo da cidade de Bauru - SP. Para tanto, construiu-se um diálogo entre a comunicação realizada na televisão, palco no qual se debateram amplamente os posicionamentos sobre o tema em questão, o poder de transformação do marketing social e das campanhas sociais no intuito de verificar sua repercussão entre os jovens eleitores, isentos por lei da obrigatoriedade do voto, e o impacto das mesmas entre esse público-alvo. O trabalho comprovou a força de penetração das campanhas desenvolvidas pela televisão, mas também mostrou a ineficácia das mesmas no momento de despertar e motivar a participação, entendida como exercício da cidadania, dentro do grupo pesquisado. / Abstract: This hypothesis aims to analyze the role of communication in televised social campaigns and how the youth of Brazil deciphers the messages they are exposed to. By examining the referendum which proposed to outlaw the sale of firearms and ammunition in Brazil, a survey was conducted to undertand the campaign's impact on citizens, who were considered optional voters living in Bauru - SP. Throughout the survey, dialogue was established based on televised communication (a matter in which the participants' beliefs and opinions were highly discussed) as well as the power of persuasion social campaigns and marketing have. Therefore, by analyzing such communication, it is possible to observe the effects these issues ha on the young voters, who by law, are not required to vote. This research's proposal shows the capacity of the campaigns made for TV to penetrate its market; however this analysis also presents the campaign's inefficiency to motivate its audience to participate, as an act of citizenship within the group whom participated in the survey. / Mestre

Avec la montée en popularité d’Internet et des médias sociaux, de plus en plus d’organismes sociaux et publics, notamment, intègrent des plateformes Web à leurs volets traditionnels. La question d’Internet demeure toutefois peu étudiée eu égard à la publicité sociale. Ce mémoire porte donc sur la question du Web en relation avec les campagnes sociales adressées aux jeunes Québécois de 18 à 25 ans, une population particulièrement réceptive aux nouvelles technologies. Plus exactement, dans cette étude, nous avons analysé trois sites Web rattachés à des campagnes sociales (La vitesse, ça coûte cher de la SAAQ, Les ITSS se propagent du MSSS et 50 000 adeptes, 5 000 toutous de la Fondation CHU Sainte-Justine) dans l’objectif de déterminer leurs forces et leurs faiblesses pour ensuite proposer des pistes pour leur optimisation. C’est à l’aide d’une analyse critique de contenu suivie d’entrevues et d’observations individuelles auprès de 19 participants que nous sommes parvenue à suggérer des pistes pour l’optimisation des sites Web de campagnes sociales destinées aux jeunes adultes québécois. Une des plus grandes difficultés en ce qui a trait à leur conception consiste à choisir les stratégies les plus appropriées pour provoquer un changement d’attitude ou de comportement, a fortiori chez ceux qui adoptent des comportements à risque (fumer, conduire en état d’ébriété, avoir des relations sexuelles non protégées); des stratégies qui, pour être plus efficaces, devraient être adaptées en fonction des caractéristiques propres aux publics cibles et aux médias de diffusion. Afin d’analyser adéquatement les campagnes sociales, nous avons fait appel aux théories de la persuasion et aux théories sur l’influence des médias jugées pertinentes dans notre contexte puisqu’elles sont propres à ce type d’étude. Ces approches combinées nous ont permis d’intégrer à l’analyse d’une campagne donnée les contextes qui l’entourent et les pratiques dans lesquelles elle s’inscrit. Cette étude nous a, entre autres, permis de démontrer qu’il existait d’importants écarts entre les attentes et les besoins des internautes et l’offre des sites Web étudiés. / With the growing popularity of Internet and social networks, more and more public and social organizations, notably, include Web-based platforms in their communication strategies. However, Internet remains poorly studied with regard to social advertising. This master thesis focuses on the Web with respect to social campaigns targeted at young Quebecers aged 18 to 25, a population particularly receptive to new technologies. More precisely, in this study, we analyzed three Websites related to social campaigns (La vitesse ça coûte cher – SAAQ, Les ITSS se propagent – MSSS et 50 000 adeptes, 5 000 toutous – Fondation CHU Sainte-Justine) with the objective of determining their strengths and weaknesses in order to suggest possible avenues for their optimization. It is through a critical analysis of content followed by 19 individual interviews and observations that we managed to suggest ways of optimizing social campaign Websites aimed at young adults in Quebec. One of the biggest challenges with regard to their conception is choosing the most appropriate strategies to induce a change in attitude or behaviour, especially among those who engage in risky behaviours (smoking, driving under the influence of alcohol, having unprotected sexual relations); strategies that should be tailored to the specific characteristics of the targeted groups and the selected media in order to be more effective. In order to analyze adequately our social campaigns, we deemed it relevant to use persuasion and media influence theories since they are fit for this type of study. These combined approaches have allowed us to integrate to the analysis of a given campaign its surrounding contexts and the practices in which it is embedded. This study has demonstrated, among other things, that there were significant gaps between the needs and expectations of users and what is offered on the Websites that were studied.

Avec la montée en popularité d’Internet et des médias sociaux, de plus en plus d’organismes sociaux et publics, notamment, intègrent des plateformes Web à leurs volets traditionnels. La question d’Internet demeure toutefois peu étudiée eu égard à la publicité sociale. Ce mémoire porte donc sur la question du Web en relation avec les campagnes sociales adressées aux jeunes Québécois de 18 à 25 ans, une population particulièrement réceptive aux nouvelles technologies. Plus exactement, dans cette étude, nous avons analysé trois sites Web rattachés à des campagnes sociales (La vitesse, ça coûte cher de la SAAQ, Les ITSS se propagent du MSSS et 50 000 adeptes, 5 000 toutous de la Fondation CHU Sainte-Justine) dans l’objectif de déterminer leurs forces et leurs faiblesses pour ensuite proposer des pistes pour leur optimisation. C’est à l’aide d’une analyse critique de contenu suivie d’entrevues et d’observations individuelles auprès de 19 participants que nous sommes parvenue à suggérer des pistes pour l’optimisation des sites Web de campagnes sociales destinées aux jeunes adultes québécois. Une des plus grandes difficultés en ce qui a trait à leur conception consiste à choisir les stratégies les plus appropriées pour provoquer un changement d’attitude ou de comportement, a fortiori chez ceux qui adoptent des comportements à risque (fumer, conduire en état d’ébriété, avoir des relations sexuelles non protégées); des stratégies qui, pour être plus efficaces, devraient être adaptées en fonction des caractéristiques propres aux publics cibles et aux médias de diffusion. Afin d’analyser adéquatement les campagnes sociales, nous avons fait appel aux théories de la persuasion et aux théories sur l’influence des médias jugées pertinentes dans notre contexte puisqu’elles sont propres à ce type d’étude. Ces approches combinées nous ont permis d’intégrer à l’analyse d’une campagne donnée les contextes qui l’entourent et les pratiques dans lesquelles elle s’inscrit. Cette étude nous a, entre autres, permis de démontrer qu’il existait d’importants écarts entre les attentes et les besoins des internautes et l’offre des sites Web étudiés. / With the growing popularity of Internet and social networks, more and more public and social organizations, notably, include Web-based platforms in their communication strategies. However, Internet remains poorly studied with regard to social advertising. This master thesis focuses on the Web with respect to social campaigns targeted at young Quebecers aged 18 to 25, a population particularly receptive to new technologies. More precisely, in this study, we analyzed three Websites related to social campaigns (La vitesse ça coûte cher – SAAQ, Les ITSS se propagent – MSSS et 50 000 adeptes, 5 000 toutous – Fondation CHU Sainte-Justine) with the objective of determining their strengths and weaknesses in order to suggest possible avenues for their optimization. It is through a critical analysis of content followed by 19 individual interviews and observations that we managed to suggest ways of optimizing social campaign Websites aimed at young adults in Quebec. One of the biggest challenges with regard to their conception is choosing the most appropriate strategies to induce a change in attitude or behaviour, especially among those who engage in risky behaviours (smoking, driving under the influence of alcohol, having unprotected sexual relations); strategies that should be tailored to the specific characteristics of the targeted groups and the selected media in order to be more effective. In order to analyze adequately our social campaigns, we deemed it relevant to use persuasion and media influence theories since they are fit for this type of study. These combined approaches have allowed us to integrate to the analysis of a given campaign its surrounding contexts and the practices in which it is embedded. This study has demonstrated, among other things, that there were significant gaps between the needs and expectations of users and what is offered on the Websites that were studied.

Hoy en día los consumidores son más estrictos al momento de concretar una compra, dado que están más informados del impacto que genera el consumo de un artículo determinado para su salud o para el medio ambiente. Es por este motivo que le dan un mayor valor a las empresas que adoptan comportamientos responsables y que generan bienestar a la sociedad. Ante esta realidad de consumo ético, las marcas enfrentan una presión cada vez mayor para integrar estos valores en sus identidades y mostrar su compromiso a nivel corporativo. Esta “presión” puede convertirse en una oportunidad para diferenciarse de sus competidores. La propuesta de construcción de valor resulta esencial en un entorno, como el antes mencionado. Una marca potente y reconocida por su responsabilidad ante la sociedad, proporciona una ventaja competitiva importante ya que permite ampliar su nicho de mercado hacia nuevos consumidores emergentes. El medio que permite a las empresas transmitir los nuevos valores adoptados son las campañas sociales. Su correcta aplicación permitirá crear relaciones a largo plazo y potenciar la fidelidad de sus clientes hacia sus productos. Como caso de éxito, se ha considerado oportuno analizar la gestión de la campaña de responsabilidad social de Avon. La corporación hace más de 20 años, se une a la lucha contra el Cáncer de Mama a través de la Cruzada Avon. Esta iniciativa estimula la prevención y el tratamiento de dicha enfermedad, haciendo énfasis en la detección oportuna como medida de prevención. / Today, consumers are stricter when it comes to making a purchase, as they are more informed about the impact of consuming a particular item on their health or the environment. It is for this reason that they give greater value to companies that adopt responsible behaviour and that generate well-being for society. Faced with this reality of ethical consumption, brands face increasing pressure to integrate these values into their identities and show their commitment at the corporate level. This "pressure" can become an opportunity to differentiate themselves from their competitors. The value proposition is essential in an environment such as the one mentioned above. A powerful brand, recognised for its responsibility to society, provides an important competitive advantage as it allows its market niche to be extended to new emerging consumers. The means by which companies can pass on the new values adopted are social campaigns. Its correct application will allow to create long term relationships and to strengthen the fidelity of its clients towards its products. As a success story, it was considered appropriate to analyse the management of Avon's social responsibility campaign. For more than 20 years, the corporation has joined the fight against Breast Cancer through the Avon Crusade. This initiative promotes research, education, prevention and treatment of the condition, emphasizing timely detection as a preventive measure. / Trabajo de investigación