El amor no debe doler : campaña educomunicacional de prevención de la violencia contra la mujer en Guayaquil.

Abstract

The following professional application project proposes an educommunication campaign to prevent gender violence in Guayaquil, aimed at men and women between 18 and 40 years of age. To understand the context in which the educommunicational campaign will be implemented and the target audience, a mixed methodology was chosen: interviews were conducted with three experts related to violence against women, 395 surveys on knowledge of violence and digital habits, and two focus groups on perceptions and recognition of violence, and a benchmarking comprising four campaigns against gender violence. In the triangulation, the low level of knowledge of the population of Guayaquil about the concept of violence, the recognition of its types and the identification of aggressions, as well as the scarce information on institutions that provide protection to abused women were discovered. These findings led to the creation of the educational-communication campaign "El Amor No Debe Doler" (Love Shouldn't Hurt), which has content that can be consumed on social networks, television and outside of these media, in order to creatively educate about the myths, stereotypes and microaggressions that are often naturalized and perpetuate gender violence.