Marketing social para disminuir la violencia de género en la parroquia Atahualpa de la ciudad de Ambato

Abstract

Nowadays, gender violence is classified as discrimination that continues for reasons of nationality, sex, age, ethnicity, religion or sexual condition. This research project based its development on the elaboration of a social marketing plan to reduce gender violence in a parish called Atahualpa, located in Ambato city”. To achieve the proposed objectives, several research methods were applied, one of them being a qualitative approach; since it allowed to dig into the reality of the problem and to identify the main causes by which it originates, likewise it was of a quantitative type; according to the information obtained by applying the survey on the Google Drive platform with all the elements collected, an analytical method was used that allowed us to know the degree of violence that exists within the community. The information obtained through the application of the survey and diagnosis of the current situation determined that in the Atahualpa parish, cases of gender violence have increased by 86%; the main cause of this phenomenon is the consumption of narcotic substances and alcohol. It was determined that social marketing strategies contribute to influence the behavior of individuals; adopting positive attitudes for the benefit of an entire society. It is recommended that the GAD of the Atahualpa parish, and the organizations, keep the webpage active, while continuing to produce prevention and socialization campaigns through the social network; with the purpose of promoting social change and promote equality of conditions regardless of gender.