Solidarydar.org: an Experiment of Cooperation in Digital Communication between the University and the Third Sector of Social Action

Solidarity needs a special effrt to achieve effciency in their strategic communications. From the research framework of Communication and Social Sciences, this issue is a subject of study. However, since the Third Sector of Social Action (TSAS) doubts whether the tools are running web 2.0 and 3.0 correctly arises. To answer this question, an experimental service learning project with a mission to stimulate the digital communication of social causes through advertising creativity and research in digital social communication it is founded in 2007 Solidarydar.org. It is a meeting space for organizations and students TSAS Advertising. The work is done under a dynamic collaboration of the University with the TSAS for performing digital social communication. It has built a multi-channel web support consisting of a website and profiles on diffrent social networks that have offred good performance of audiences in communicating the diffrent communication campaigns through eight editions of the University Festival Solidarydar.org and social advertising Seminar. There have been over 150 advertising campaigns for more than 50 organizations.