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Abstract
Las redes sociales se configuran como una herramienta clave en las políticas de marketing y comunicación de las organizaciones no gubernamentales (ONGs) siendo también un medio muy útil para cualquier persona que quiera informar y concienciar a la sociedad sobre un problema determinado con la intención de darle visibilidad. Esta investigación busca analizar el poder de las redes sociales, concretamente Instagram, como herramienta comunicativa en campañas con causa social. Más específicamente, el objeto de este trabajo es Pablo Ráez, un joven enfermo de leucemia que empleó las RRSS como canal de comunicación para hacer partícipes a todos los usuarios de su lucha contra la enfermedad implementando una campaña de comunicación social denominada “Reto un millón” sobre la importancia de donar médula ósea.
Los objetivos de esta investigación son analizar la comunicación realizada en Instagram durante esta campaña y el efecto que tuvo en la sociedad. La metodología utilizada ha sido, por un lado, el análisis de contenido y, por otro, la encuesta.
En relación a los resultados, destacar que el uso de imágenes impactantes de su enfermedad son las que mayor protagonismo tienen, así como el carácter motivacional y positivo de sus publicaciones a pesar de la gravedad de su enfermedad.
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