Diseño de una campaña BTL para concientizar la discriminación de diversidades sexuales en la ciudad de Cuenca

Abstract

Within the city of Cuenca, as in other cities in the country, discrimination against sexual diversities occurs with such normality that it fits as “jokes” within the Ecuadorian colloquial language, normalizing acts of psychological violence for the community. LGBTIQ. In order to raise awareness in a certain way of discrimination towards sexual diversities within the city of Cuenca, the municipality of the same created an ordinance in favor of the rights of the LGBTIQ community, which is little or nothing respected. However, in the project to be developed through advertising tools, the aim is to use BTL advertising as the means to better promote the BTL tool, reaching a better and more favorable awareness of the advertising target audience.