Abstract:

The present paper explains the experience in projects related with non profit organization (NGO) communication programs developed during term 2009-2010 within the framework of the method of real social projects. This project, started in 2005 at the Faculty of Communication, Complutense University of Madrid, consists of applied investigation and communication plan design for charity organizations, supervised by lecturers. During this academic year, undergraduate students have taken part in the National Drug Prevention Program, organized by the Community of Madrid. Several groups of advertising students took part in a creativity contest organized by the Madrid Food Bank, whereas journalism students organized a convention titled “Africa Exists”. Also, the working method has been incorporated in the post-graduate studies at the Faculty of Communication, specifically in the Master in Social Communications. Altogether, this term, more than 20 organizations participate with our pupils in these learning experiences, giving the opportunity to more than 500 students to design real communication plans for NGOS, celebrate Caring Days and organize conferences.

The method of real social project, developed within the framework of interactive learning systems, consist of planning and implementing of real research and communication projects for a NGO. Students become the main actors of their learning process and learn to take responsibilities working with the NGOS, whereas lecturers act as mentors of the group. Lecturers start the project selecting and researching suitable organizations, further on a NGO manager explains the investigation briefing and the communications tasks required for carrying out the student collaboration. This initiative has been recognized and receives some financial support from the Complutense Fund for Educational Innovation and Quality Improvement. This methodology is based on collaborative learning with three actors that create a multidirectional working network: students, lecturers and non profit organizations. Students work like an advertising and communication agency and NGOS are their real customers.

The whole working team at Faculty level obtains many benefits and gratifications by helping students to make their own decisions resolving real problems implicated in diverse working situations: it makes them understand the theoretical information and allows them to transfer the class experience into real situations. The project completes all the main areas of communication studies: mass media, design, strategy and research. At the same time, they are educated in solidarity and social values. Students can add these experiences to their CV and increase their motivation this way. Then, the resumes and plans made by student are incorporated to the working plans of the NGO Communication Departments.

The teaching methodology aims to narrow the gap between university and communication industry in terms of professional skills and know how, as well as to educate students in solidarity. It also emphasizes the corporate social responsibility of the University and meets with the requirements of the Bologna Declaration in terms of transversal and interactive learning systems.

Keywords:

Edcational innovation, social project, communication strategy, real work experience, NGO collaboration.