This aim of this research is to investigate how organisations manage the meanings of external tragedies and atrocities in publicity campaigns to achieve their goals. It follows a qualitative approach based on an interpretative perspective. Six campaigns from different organisations and displayed in different media, such as videos and posters, were selected as empirical data. A structural-semiotic content analysis was performed on the selected data to assess how texts and images were used in the design of the advertisements. As results, we identified the following meanings: “punishment for obesity”, “to be happy in war”, “no to weapons”, “information is life”, “rest in times of terror”, and “death and solidarity”. We argue that such tragic phenomena were close to the organizational context, and that organisations displayed expertise and skills to interact with such atrocities and tragedies, as well as to manage their dark meaning through narratives and discourse strategies, in order to fulfil their corporate objectives,