Las ONG como agentes de transformación social. Del asistencialismo a la movilización

Abstract

This case study focuses on a singular campaign #dereitos365, developed between December 2014 and January 2015 in Galicia claiming a public involvement throughout the year and not just at Christmas time. Based on the poten-tial of social networks and the Internet and taking this case as a reference, the objective of the research is to deepen the role of NGO as agents of social transformation and as promoters of an interactive and multidirectional dialogue involving new citizens. The results show a markedly institutional campaign that seeks mobilization and public awareness for the construction of a fairer and caring society, generating visibility and some interactivity through advocatory messages, mainly by local organizations, and with a high multimedia content.