In the context of the global sustainable development agenda, social communications are a tool for scaling up ideas with social impact and creating a general culture of social responsibility. Brands which integrate shared human values into their businesses win consumers over and help to develop models of responsible behaviour. Foundations and non-profits capable of establishing an open dialogue with their audience attract more funding and get people involved in solving social problems. Why is it so important, indeed necessary, to invest in social communications and develop their creative component, whether that means funding an advertising campaign, an outreach project, or a charity event? Because it gives you the chance to have a significant impact on peoples motivation and actions. What social communications challenges are various organizations facing? Which social communications mechanisms are helping them meet these challenges effectively? How did some well-known social communications projects come to be, in both the for-profit and the non-profit sectors? What trends are defining the future development of social communications?