The representation of Health in Manos Unidas audiovisual advertising: Content analysis of institutional campaigns from 1995 to 2017

Humanitarian organisations increasingly face challenges in obtaining findings and rendering their work sustainable. To this end, advertising campaigns are a key tool for involving citizens, and audiovisual creativity is a determining factor. Health, which remains a priority in the strategic objectives of the United Nations, is present in this promotional content, since it is both the cause and consequence of many dramatic situations in the world. This study sought to examine the presence of health in Manos Unidas audiovisual advertising, using the methodology of content analysis and the application of narrative criteria, from its first television slot in 1995 to 2017. Taking into account the advantages and limitations of a case study, the main conclusion reveals that health is present in a third of the spots, a slightly higher percentage than the health activities carried out by this NGDO. In addition, women's treatment and maternity are relevant, as well as the representation of the hospital environment. All this, through images which communicate in a positive way spreading a truthful testimony and avoiding over-dramatic situations, the need to get involved in the social transformation for a better world.