The advertising practice of Branded Content has gained strength in recent years. The creation of informative, educational or entertainment content in the service of the brand presents a real opportunity in the generation of medium and long term links with the consumer and viewer. This article written by Dra. Rodríguez-Rabadán and published early on 2021 by Communication Scientific Research Journal Questiones Publicitarias, examines the opportunities for brands to become part of the social change of their time by engaging with the important issues of their time. An advertising campaign can be transformed into an action that has a real impact on the lives of consumers.
