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Title: Plan de comunicación: Save the Children España
Author: Varela Villarroel, Cinthia Belén
Llobet Monclús, Francesc
Abstract: Save the Children is a non-governmental organization (NGO) operating in Spain since 1990, performing social and humanitarian activities both domestically and abroad. Nowadays, it is an international and national leader in the defense and rights of children, providing direct care to 36.000 boys and girls in vulnerable situations in the country in 2021. The status of children and adolescents in Spain has been worse as a result of COVID-19's unfavourable effects: 28.9% of those under 18 live in poverty (Plataforma de Infancia, 2022). Society is not indifferent to the worsening of this vulnerable group and has progressed toward a greater awareness of social issues. In 2022, 39% of the population donated to non-profit organizations and 55% of donors expressed concern for children (Asociación Española de Fundraising, AEFr, 2022). Given this situation of need for assistance and improvement in private financing, along with the tendency of the population to favour NGOs that serve the community, organizations like Save the Children Spain must spread and scale up their programmes, while working on strengthening links with members, donors, volunteers and partners. This communication plan establishes an action plan to improve the brand positioning of Save the Children Spain over the next two years (2023-2024) and consequently, the ability to attract new donors and partners, in addition to consolidating its status as a leader in research and information on children's rights. In order to achieve the proposed objectives and with an estimated budget of 731.444 euros, the strategy is focused on enhancing the actions and assistance carried out by the organization in the Spanish territory, specifically in the province of Barcelona, and delivering a message of encouragement for citizen participation and collaboration with different online and offline communication tools.
Keywords: children's rights
communication plan
Save the Children Spain
Type: info:eu-repo/semantics/bachelorThesis
Issue Date: 10-Jan-2023
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Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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