Campaña Social como instrumento de concientización para disminuir la soledad en los adultos mayores, de la ciudad de Ambato

Abstract

Loneliness is a harmful feeling that affects the daily life of the elderly, generating negative feelings of fear, sadness, depression, nostalgia, among others. According to the research carried out, it was found that the feeling of loneliness mainly affects the emotional state of people. In older adults, there are pathologies ranging from crying, sadness, and some more severe manifestations, such as deterioration of their health and even suicidal thoughts and premature death. Therefore, this project aims to raise awareness about the abandonment of the elderly and the feeling of loneliness that this generates so that society does not see it as something common, but as what it is, a problem that needs to be stopped in time. Thus, allowing the elderly to enjoy a dignified life, enjoy the company, their rights, and care. This condition is very evident in our current society, especially in rural areas of the city where abandonment becomes more visible. This campaign aims to remind the ambateña society that old age is a cycle that we will all go through and that is why we must treat it with the same assessment that we would like to be treated when we are in that stage of life. To carry out this objective, the planning of a prototype of the social campaign was developed, generating several strategies that will be disseminated through different channels and will serve as a method to attack the problem, allowing the established objective to be reached.