LIACOM will participate in the European Researchers’ Night 2026, which will take place in Lisbon on 25 September, with two interactive activities inviting the public to explore and experience different dimensions of the research carried out at the research centre.

Developed within the framework of LIACOM research projects, the proposed activities address two relevant issues in contemporary society: inclusion and the representation of senior consumers in advertising, and communication and journalism on climate change.

The activity “Prompt for Inclusion: Advertising for All Ages!”, developed within the scope of the research project +LONGE – Consumption and Ageism: Expectations, Cultural Meanings and Stereotypes in Advertising for Senior Consumers, challenges participants to take on the role of creative professionals in an advertising agency. Based on different briefs and using generative artificial intelligence tools, participants will be invited to create campaigns aimed at senior consumers, reflecting on how they are represented in advertising and on the challenges of developing more inclusive communication free from stereotypes associated with ageing.

The activity will involve researchers Alexandra Miguel, Ana Cristina Antunes, Jorge Veríssimo, and Sandra Miranda, the activity coordinator.

The activity “Climate Journalism Mini-Newsroom”, developed within the scope of the project Climate Journalism at the University: A Cross-Border Project, invites participants to experience the work of a newsroom through a climate-focused perspective. Working in groups, participants will be challenged to produce a short news story exploring different dimensions of the impacts and challenges of climate change, addressing topics such as heatwaves, climate misinformation, mitigation solutions, and the impact of extreme heat on sport.

The activity will involve researchers Fátima Lopes Cardoso, Fernanda Bonacho, Margarida Alpuim, and Vera Moutinho, the activity coordinator.

Through these two initiatives, LIACOM seeks to bring research closer to the public through participatory and interactive experiences, inviting visitors to play an active role in reflecting on contemporary challenges related to communication, advertising and journalism.