Assistant Professor in the Communication Sciences Department of the Social Sciences Institute of University of Minho and Communication and Society Research Centre (CECS) researcher. PhD in Communication Sciences, Sara teaches Strategic Communication, Branding, Advertising and Creativity. Interest research areas besides Strategic Communication include Social Changing, Communication and Behavior, Advertising in the social sphere, Social Marketing, Territorial Communication, Political Communication and Health Communication. Currently, she belongs to the directive commission of Masters in Communication Sciences of UMinho. Furthermore, Sara is coordinator of both CreateLab and CIC. She combines academia and market, working in communication strategies and campaigns, while being the founder of B Mais Comunicação, advertising agency (20120) and the social program Be True (2010).