Informe de Sistematización del Proyecto de Aplicación Profesional Contraplano va a la escuela: identidad de marca, plan de marketing y comunicación para la primera edición de Contraplano va a la escuela

Abstract

This systematization document describes the work process for the Professional Application Project Contraplano va a la escuela, period 2022, in order to present the activities carried out, as well as the key aspects that allowed us to achieve the objectives set. The Contraplano va a la escuela project aims to audiovisually literate high school youth in the city of Guayaquil, with the use of cinema as a pedagogical tool. This project was created in 2022 due to the lack of spaces dedicated to audiovisual broadcasting for children and adolescents in the city of Guayaquil, Ecuador. This is not only a problem that occurs at the national level, but also in other countries in the region. As a result of this, it was decided to create as the first activity of this edition, an audiovisual appreciation workshop where film projections were made, didactic tools were provided to be able to analyze them critically and practical exercises were developed. Latin American cinema was the central axis of the workshop, which allowed enrolled students to explore how a close context is portrayed audiovisually. As part of the objectives of Contraplano va a la escuela, in addition to the workshop, a digital communication campaign was designed to present the identity and values of the brand, and offer informative and educational content through the official Instagram account.