Social values through advertising
The Federation of Aid Against Drug Addiction (FAD) and the entities of the advertising communication sector presented this Friday to the Queen a project to promote social values through advertising.
During the hearing in the palace of La Zarzuela, Mrs. Letizia was able to see first-hand the details of this initiative through the representatives of the FAD, an entity of which the Queen is honorary president, and those of the Spanish Association of Advertisers, the Advertising Media of Spain and the Advertising Communication Agencies .
The philosophy of this project is aimed at collaborating in the promotion of positive social values and creating a movement in which various social sectors can collaborate by incorporating and transmitting them in their areas of activity.
The FAD considers that social values such as respect, solidarity, equality, tolerance, commitment, honesty, responsibility or effort are essential in the formation of personality, in the development of society and act as factors of protection to prevent risk behaviors of all kinds.
With this initiative, advertising communication is committed as a new agent of social formation, as are the media, the cinema, beyond school and family environments.