Transmedia Communication to Erradicate Hunger: ProjecteFAM, a Cross-Media Strategy

Projecte FAM (project FAMINE in Catalan) is the name of a living experience and ongoing research, innovation, testing and redefinition on the design of a strategy of political, social and cultural impact that uses communication as a core tool within the framework of transmedia narrative. This paper explores the innovative aspects of the diffrent narrative products that constitute this communication project of Social Change and it also addresses the conceptualization derived from the research on the collective imagination of hunger as a starting point for creating diffrent hybridizations of storytelling and the logic of audiovisual source code. This essay describes the design and formulation of the project from the perspective of communication for global citizenship and its necessary adaptation to the practice and critical theory of the communication of the Third Sector. All in all, it analyzes the diffrent products from a strategic logic, its main audiences or publics and its consequent objectives.