Contributions of advertising for social welfare campaigns. The case of “Un techo para Chile”

Abstract

This article discusses the impact of advertising on social welfare campaigns, stressing on thecase of "Un Techo Para Chile" (A Roof for Chile), an initiative aimed to improve the quality of life of Chile's poorest families by means of building basic housing. In recent years, this project has expanded to other Latin American countries using the name "A Roof for My Country" (Un Techo para mi País).

This paper is structured along three topics: the role of advertising on the creation of a public sphere, the conceptual lines of the "A Roof for Chile" campaigns, and the main indicators of its growth and brand recordation.