Creación de un Plan de Comunicación para Concientizar sobre la Violencia contra la Mujer en la ciudad de Quevedo

Abstract

The comprehensive communication plan for raising awareness of violence against women in the city of Quevedo seeks to promote an environment of respect for women's rights, focusing mainly on two aspects; the first, related to female empowerment and that the victims manage to denounce their aggressor so that, in this way, reliable statistics can be counted on to support future action plans in this regard and in some way congratulate the prosecution of the perpetrators; the second, focused on raising the awareness of the male population regarding situations of violence against women, through the visibility of said problem and the strengthening of the commitment in favor of the protection of women's rights. Through the research carried out to establish the Early Adopters, it was possible to show that there were two types of target audience to which the communication plan was directed; the first of them, women from Quevedo, subdivided into urban and rural areas; the other made up of men living as a couple in the city of Quevedo. Finally, the results also made it possible to observe the need to divide the plan into two phases, the first focused on the female audience and the second on the male audience. The fact that the public of women is subdivided into women from urban areas and those from rural areas, allowed the decision to be made in the course of proposing as a Minimum Viable Product a comprehensive communication plan for the first phase focused on women, in which considers the use of both digital and traditional communication tools -especially radio and television- to achieve a great reach in the two sub-segments; all this in order to have an optimal and appropriate period of action Keywords: AWARENESS, VIOLENCE, EMPOWERMENT, COMPLAINT, SENSITIZATION