Campaña de concientización sobre la violencia intrafamiliar dirigida a estudiantes de 15 a 17 años de la Unidad Educativa Hermano Miguel de Latacunga

Abstract

The present thesis addresses intrafamily violence among students aged 15 to 17 at the Unidad Educativa Hermano Miguel in Latacunga. The initial diagnosis revealed that many adolescents consider certain forms of aggression—especially psychological and emotional—to be normal, which makes it difficult for them to recognize harmful situations within their homes. This finding highlighted the need for a communication-based intervention adapted to their context. The study established three main objectives: to understand students’ perceptions through surveys and interviews with experts; to define communicational and visual parameters based on design theories and problem analysis; and to develop an ATL/BTL dissemination campaign that encourages understanding, reflection, and help-seeking behaviors. The methodology combined qualitative and quantitative approaches to obtain a comprehensive view of the issue. Surveys, interviews, and literature review were used, along with a FODA/PESTA analysis and a triangulation matrix that validated the design criteria. The resulting proposal consisted of an awareness campaign with graphic and audiovisual pieces tailored to the students’ digital consumption habits. It included conceptual posters, informative carousels, reels, emotional videos, and promotional material intended to reinforce the message in both digital and physical spaces. The results show that clear, symbolic, and emotionally empathetic visual resources help adolescents understand the problem and reflect on their experiences. The conclusions emphasize the importance of integrating the campaign into ongoing institutional initiatives. As for the recommendations, they highlight the periodic updating of content, the use of the material in psycho-educational processes, and the need to evaluate the campaign’s medium-term impact.