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ParticipAD – Participatory advertising: a global perspective with a Latin American focus

Ana Duarte Melo & Marcela Duque

2018 | CECS-UMinho


What is ParticipAD?
ParticipAD, short for Participatory Advertising, is a concept based on the participatory and interventionist potential of advertising. This book presents critical reflexions as well as cases of alternative uses of advertising, whether as a system, a modus operandi or simply as a code, for purposes other than the conventional profit, revenue and economic drivers, focusing instead on its participatory scope, as a tool for peace, social change and citizenship.