Communication Strategies and Tools to Promote youth Engagement with International Cooperation and Global Justice: the Case of Andalusia

This article analyzes communication strategies and tools that can foster the engagement of young people in Andalusia with international cooperation and global justice. Although various studies show that young people express concern about global problems such as poverty and climate change, a gap persists between this interest and their sustained involvement in initiatives related to international cooperation. The research adopts a mixed-methods approach, combining document analysis, a questionnaire for cooperation organizations, semi-structured interviews, and focus groups with professionals in the sector and university communication students. The study was conducted within the framework of a project promoted by the Andalusian NGO Coordinator. The results show that organizations identify several difficulties in connecting with young people, including outdated organizational structures, a lack of resources, overly technical communication styles, and the complexity of the issues addressed. Furthermore, it is observed that, although social media platforms like TikTok and Instagram have high potential for capturing the attention of young people, their capacity to generate in-depth participation is limited if they are not complemented by other face-to-face and digital strategies that are perceived as more participatory. Among the topics that generate the most interest among young people are the climate emergency and feminism. The results suggest the need to develop communication strategies better adapted to the languages, formats, and social spaces of young people, as well as to promote their active participation in the production of messages and narratives about global justice.