Abstract:

Sustainable development is presented as a new model in which economic, social and environmental perspectives converge. In recent years there has been greater social awareness of sustainability problems. This aspect has sparked great interest in the advertising sector. Audiovisual productions cause a great environmental impact (e.g. water supply, use of plastic containers, use of transport, accommodation and construction of sets). Audiovisual advertising productions also have a great environmental impact despite their short duration, being able to generate an average balance of 20 tons of CO2 in just three days.

This research presents a proposal for teaching innovation based on the realization of a sustainable audiovisual advertising campaign. The initiative is designed to be implemented in the Advertising Communication subject of the 4th year of the official degree in Audiovisual Communication at the University of Valencia. The transversal nature of the proposal allows its extrapolation to other subjects that involve the production of audiovisual content and wish to incorporate a sustainable perspective.

The objective of this proposal is to promote student awareness of the need to develop sustainable actions in the audiovisual field and link the curricular development of students with the SDGs integrated in the 2030 Agenda. Training in green skills favors the future employability of students graduates in Audiovisual Communication and contributes to promoting socio-technical transitions for sustainability in the audiovisual industry.

Keywords:

Green Shooting, teaching innovation, Audiovisual Communication, advertising.