Red Cross Presence and Prominence in Spanish Headlines during the First 100 Days of War in Ukraine

This research seeks to find out to what extent the Spanish press reflects the role played by the Red Cross during the first 100 days of the war in Ukraine. It aims to identify the main characteristics of the information in which the organization has taken a leading role in the press. The theoretical framework includes a literature review on the strategic relationship between the press and non-governmental organizations (NGOs) for the benefit of their reputation, as well as the role of the Red Cross in armed conflicts, and the link between the third sector and geopolitics. In order to examine how different media treated the Red Cross as the protagonist of the news, articles published in the written press that included “Red Cross” as keywords in the headline were selected through the Onclusive platform (formerly Kantar Media). The period of analysis covered the first 100 days of war in Ukraine, from 24 February to 3 June 2022. The methodology used was developed in two phases: the first based on content analysis, and the second focused on the description and interpretation of the informative development of the sample. The results reveal that the role of the Red Cross in the conflict is not the focus of media attention and that its name has become a lure for political communication, for social events or for the publicity of the more traditional corporate social responsibility (CSR) of companies. We can say that the relationship between the Red Cross and the written press has not contributed to explaining or clearly expressing the institution’s task or mission in a war. This is why it can be deduced that the articles analyzed do not improve the brand value and its positioning among readers.