Campaña informativa como aporte para concientizar e informar sobre la importancia del bienestar emocional en adolescentes de 14 a 18 años en la ciudad de Ambato

Abstract

In this project we have proposed the development of an informative/advertising campaign using strategies to raise awareness and inform adolescents in the province of Tungurahua about emotional well-being, so that through the campaign we can contribute to a better development of this target group, the starting point was the two variables already mentioned, the advertising campaign and emotional well-being. For the execution of the project, the deductive method was used, with a mixed approach, i.e. qualitative and quantitative, through documentary bibliographic research such as books, theses and others, and field research through surveys and interviews with professionals in the required areas, data and clearer information were obtained about what is going to be treated. The results showed that social networks are a very viable strategy when it comes to teenagers, the target audience stated that their preference in terms of media was around social networks, which is why a digital campaign was proposed on Facebook, Instagram and TikTok, being the platforms most used by teenagers in the province. Also with the research it was possible to know that influencers have weight nowadays, since their influence can make people take into account aspects and through this generate actions in favor of a product, service or idea in particular, making influencers a strategy.