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This article discusses the role of social issue advertising as a tool for social change. It especially focuses on the case of campaigns on racism in Latin America, with a specific focus on racism within Mexico.Analysing Latin American campaigns carried out between 2000 and 2017, this article uses a comparative methodology to identify how the campaigns address the issue of racism. This paper also contemplates campaigns specific to Mexico and the difficulties and successful strategies that have been developed. In order to have a greater impact on the public sphere, it seeks to identify the perspectives that influence the campaign designs as well as develop creative strategies for future campaigns on racism in Mexico.This text also addresses ideas regarding social change, progress and development. Furthermore, it explores the differences between commercial advertising and social issue advertising, discussing common problems faced by social issue campaigns in Mexico and Latin America.

The article focuses on the concept of television advertising of social issues in social marketing. It has been observed that as involvement determined an individual's attention to allocate to a message, it has influenced their attitude towards the issue, attention level to the advertisement and believability of the advertising. It has been observed that compliance to the social marketing campaign resulted from the positive outlook of an individual to the issue.