This paper presents the first exploratory results of a research integrated in a more global project on digital and entrepreneurial skills of students at the University ***. The study reveals gaps in professional skills such as problem solving, strategic thinking and creativity. For this reason, a pedagogical pro-ject is created integrating the use of social media in training (entrepreneur-ship), research (knowledge management) and university transfer. The aim is to develop skills in digital talent, (techno)creativity and to implement work methodologies, such as design thinking and growth hacking. In addition, it will encourage self-learning of the students, improve their e-competences, creative capacity and practical skills for a better adaptation to the needs of social demand, where knowledge transfer generates development and growth scenarios (startup) and fosters innovation (competitive capacity). This inno-vative initiative will enable Higher Education students to acquire the most demanded skills in a multidisciplinary labour market that also requires spe-cific ones in creativity, strategic capacity, project management, product in-novation, solution generation and entrepreneurship. This is what forms the basis of an integral project of triangular synergy between University, Busi-ness and Society.

La pandemia provocada por el SARS-CoV-2 evidenció un incremento de los casos de violencia de género durante el confinamiento domiciliario y aislamiento social. El artículo aborda el estudio de las campañas publicitarias impulsadas en los países del G-20 en el período de pandemia. Las redes sociales se convirtieron en un espacio de interacción para impulsar acciones de ciberfeminismo (hashtivismo) y visibilizar esta problemática social considerada ‘la otra pandemia’. El análisis se centra en las estrategias de codificación del mensaje publicitario y su vinculación al ecosistema social. El estudio pone de manifiesto que la pandemia se convirtió en el eje creativo en la creación de campañas de naturaleza informativa con nuevos códigos simbólicos de ayuda a las víctimas de violencia de género.