Iberoamerican social advertising in Cannes Lions and FIAP festivals between 2012 and 2016

This article analyzes the social advertising (SA), from a theoretical and conceptual perspective (associated terms, types of messages, use of concepts), and from a comparison of the awards obtained from advertising festivals such as Cannes Lions and FIAP, focusing the object of study with the proposals of SA. In the methodology, a contextual analysis is applied, analyzing the most representative Ibero-American countries, according to The Gunn Report ranking. Among the most relevant results, it is highlighted that in both festivals, Brazil is leading at the amount of awards obtained. In these festivals the preponderant categories, promotional and creative use of media, contrast with the traditional media, radio and television, less dominant categories in the obtaining of awards