This research aims to analyze advertising campaigns carried out by communication companies, with regard to the dissemination of governmental strategies in the social field. It intends to contribute to Social Responsibility knowledge by means of the analysis of public experiences and based on a methodology for case study, with the observation of the campaigns developed by Caracol Radio and its brand Caracol Social, and the Colombian Institute of Family Welfare (ICBF), on issues as family strengthening, children and young people protection, social exclusion and integration policies.