Campaña comunicacional aplcando marketing social para crear conciencia sobre los embarazos precoces en los adolecentes del cantón Durán 2016
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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En América Latina se registra un alto índice de embarazos adolescentes, siendo Ecuador quien ocupa el segundo lugar con un incremento de 3.4%. Según los datos estadísticos del censo realizado por el Instituto Nacional de Estadísticas y Censos (INEC) en el año 2010, el número de adolescentes en el cantón Durán es de 27.986, el año 2014 registra 1.414 embarazos adolescentes con una tasa del 52% que va en crecimiento en el año 2015 con 2.151 embarazos adolescentes, según los datos estadísticos del Ministerio de Salud de Durán. Ante la problemática social que representa un embarazo adolescente, se propone una Campaña Comunicacional que tenga la finalidad de crear conciencia en los adolescentes del cantón Durán, por lo cual se realizará la creación de un Isologo con colores distintivos que ayude a identificar la campaña.
Se realizará un estudio y análisis situacional que involucra a Ecuador y diversos países de América Latina así como también se hará el respectivo Análisis en el GAD de Durán y Ministerios de Educación y de Salud, para conocer qué programas y planes se han puesto en marcha en Durán y así poder saber si han tenido buenos resultados o no, se realizarán entrevistas a profundidad y encuestas a distintas autoridades, adolescentes, expertos en sexualidad y madres adolescentes para poder conocer sus criterios, los cuales ayudarán a implementar estrategias acordes con la propuesta. Las estrategias de comunicación conllevan a un proceso de planificación e implementación de pasos a seguir durante el plan de acción a ejecutar, para aquello se debe tener originalidad y empatía para poder persuadir a nuestro público objetivo, el mensaje será creativo y de forma directa sin ninguna restricción acerca de la sexualidad, ni discriminación a ningún grupo social.
In Latin America, a high rate of teenage pregnancies is recorded, being Ecuador who ranks second with an increase of 3.4 %. According to statistics from the census conducted by the National Institute of Statistics and Census (INEC) in 2010, the number of adolescents in the canton Duran is 27,986, the year 2014 recorded 1.414 teenage pregnancies with a rate of 52 % going growing in 2015 with 2,151 teenage pregnancies, according to statistics from the Ministry of Health of Duran. Given the social problems it represents a teenage pregnancy, a communications campaign that has the aim of raising awareness among adolescents of Canton Duran is proposed, thus creating a Isologo with distinctive colors to help identify the campaign will take place. A study and situational analysis involving Ecuador and several countries in Latin America will be held as well as will the respective analysis in the GAD Duran and Ministries of Education and Health , to know what programs and plans have been launched in Duran and thus be able to know whether they have been successful or not, depth interviews and surveys will be conducted to various authorities , teenagers , experts in sexuality and teenage mothers to meet their criteria, which will help implement strategies consistent with the proposal. Communication strategies lead to a process of planning and implementing steps in the plan of action to execute, for what must have originality and empathy to persuade our target audience, the message will be creative and directly without any restriction on sexuality, discrimination or any social group.
In Latin America, a high rate of teenage pregnancies is recorded, being Ecuador who ranks second with an increase of 3.4 %. According to statistics from the census conducted by the National Institute of Statistics and Census (INEC) in 2010, the number of adolescents in the canton Duran is 27,986, the year 2014 recorded 1.414 teenage pregnancies with a rate of 52 % going growing in 2015 with 2,151 teenage pregnancies, according to statistics from the Ministry of Health of Duran. Given the social problems it represents a teenage pregnancy, a communications campaign that has the aim of raising awareness among adolescents of Canton Duran is proposed, thus creating a Isologo with distinctive colors to help identify the campaign will take place. A study and situational analysis involving Ecuador and several countries in Latin America will be held as well as will the respective analysis in the GAD Duran and Ministries of Education and Health , to know what programs and plans have been launched in Duran and thus be able to know whether they have been successful or not, depth interviews and surveys will be conducted to various authorities , teenagers , experts in sexuality and teenage mothers to meet their criteria, which will help implement strategies consistent with the proposal. Communication strategies lead to a process of planning and implementing steps in the plan of action to execute, for what must have originality and empathy to persuade our target audience, the message will be creative and directly without any restriction on sexuality, discrimination or any social group.
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ADOLECENTES, EMBARAZO, MÉTODOS ANTICONCEPTIVOS, CAMPAÑA