Institutional communication for political purposes: the case of gender equality campaigns
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Spanish society is still not egalitarian and, in terms of co-responsibility, much remains to be done. Awareness campaigns can and should contribute to improve the situation.
This study describes and evaluates the advertising effort of the Spanish public Administration in institutional gender equality campaigns between 1999 and 2007. This period is significant for the promotion of conciliation and co-responsibility by both parties that governed during those years in different legislatures (PP and PSOE).
A diachronic study of the advertising efforts made by the Spanish public Administration on gender campaigns is hereby presented. Effort is analyzed through advertising expenditure in the observed period, provided by InfoAdex. These data are compared with the curve of the effort of the category in which other public interest campaigns are found, and with the investment that should have been made to maintain the effort, both curves calculated according to communication criteria. The results suggest that gender equality campaigns are located at intermediate positions in advertising expenditure compared to other kinds of institutional campaigns.
However, the efforts curve for gender equality campaigns during this period is irregular and reveals the political intentions of investments that, a priori, were performed with alleged informative intention or social sensitization.
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