Campaña social para la concientización sobre la discriminación social en hombres y mujeres de 18 a 25 años acerca de la ciudad de Ambato

Abstract

This study analyses the resources that a social campaign has that can be functional with a certain group of individuals, in this case, men and women between the ages of 18 and 25, who are living in the city of Ambato, based on both documentary reading and the correct study of a target audience,so that these strategies aspire to bring about a significant change in the mentality of the population regarding the social discrimination that has been occurring over the last few years due to the poor implementation of social marketing and the lack of interest in generating healthy coexistence, analyzing those prejudices of the population and the use of social marketing tools that contribute to the implementation of a good campaign.