Among the main challenges to university education in the field of Advertising and Digital Communication, Neill and Schauster (2015) emphasize the need to develop specific competences for social listening and monitoring of content to detect the main trends in online conversations. Training in the techniques, tools and methodologies of community management, programmatic advertising and social network analytics is fundamental for a solid preparation of students to the challenges to the professional sector of agencies, advertisers and digital media (Neill and Schauster, 2015).

Not less important is to finalize this section by observing that the public being the protagonist of this project is the so-called digital born. In fact, this is what Alonso Mosquera et al. (2016: 138) express:

“They have grown up with technology as an integral part of their lives, and their ‘mother tongue’ is the digital language of electronic devices connected to the Internet. To them, instantaneity is intrinsic to communication, which also can and must be multitasking, because they consider it to be. They can do several things at once, everything is here, and now, at the highest speed. With this profile, the new technological tools available to them become a fundamental element in their lives: social networks, blogs, forums, video platforms, etc. are a medium focused on entertainment, which allows them to communicate with their own and decide what assets and knowledge they want to share with the others (music, videos, etc.)”.

The advantages and disadvantages of the incorporation of this type of tools into the classroom are obvious but, furthermore, the use of these instruments in society as a throwing weapon has been the basis for the creation of this project. After receiving the order, the classrooms, where so many times the use of this type of resources is prohibited, were going to be precisely the starting point of a campaign that sought recognition and public exposure of hatred messages generated on the social networks, seeking their eradication as behavior that society wishes to discard.

As Sarmiento and Rodríguez Terceño (2018) argue, electronic communication has largely replaced word of mouth and it entails a new agora of public presence. The dimensions that affect this new phenomenon are several, such as “the perception of quality, the perception of value and the satisfaction that users develop in social media”.

2. Methods

From the point of view of the professors involved, and as has been anticipated, the purpose of the project was to ensure that students worked on a campaign in a strategic manner, addressing all aspects, from the establishment of objectives, content and creativity strategy, to the development of each of the pieces and the definition of the means used, of course measuring effectiveness, and adhering to the control imposed by a real budget to spend.

To achieve the success of the project, the selected students worked as a team with defined functions for each of them:

Student 1: Art Director, member of the creative team, working on creating the graphic daily contents of the campaign.

Student 2: Project leader in charge of motivating and coordinating the team and assigning tasks.

Student 3: Copy-writer, working on press releases, bulletins, reports as well as monitoring the project impact and progress.

Student 4: Copy-writer, responsible for generating the content published on Instagram and detecting possible influencers to attract them and turn them into rewinders.