Social Change: Bringing Allies to the Field. An Interdisciplinary Model

Sara Balonas is assistant professor at University of Minho (Portugal) and researcher at Communication and Society Research Centre. PhD in communication sciences — advertising in social sphere. Teaches strategic communication, brands, advertising and creativity. Research work is focused on the reconfiguration of advertising, its role in society beyond consumption and as a contribution to a better citizenship practice. Research interests: strategic communication, social change, behavioural communication, social marketing, non-profit communication, corporate social responsibility, communication for public health, territorial communication, political communication. Coordinator of Createlab (Creative Agency: Experimentation and Innovation Lab), Communication and Society Research Centre. Since 2013, works as a trainer and consultant in strategic communication for public health. Has professional experience in communications’ field: has been working for 30 years on communication strategies and campaigns. Currently, she is CEO of B+ Communication, an advertising company created in 2002, and is founder of Be True — Programme for sustainability and social responsibility (2010). Has been ambassador of entrepreneurship, nominated by the European Commission (2010–2013).