Campaña publicitaria para visibilizar los trastornos de ansiedad y depresión en la ciudad de Cuenca, Ecuador

Abstract

This curricular integration work aims to develop the graphic proposal for a mental health campaign on anxiety and depression disorders in Cuenca, Ecuador. Section one determines the justification, delimitation and conceptual foundations, bases for the start of the project. The second section explains the chosen methodology and a detailed description of each of its stages. The process of this project is carried out thanks to the advertising principles of William Wells (2006) and the creative processes of the Design Thinking methodology, of which five fundamental stages were defined. The first includes the information gathering phase that is divided into virtual research, interview and a focus group session. The second stage is the definition, which thanks to the tools for designing the brief, market segmentation and elaboration of the advertising strategy, helps to establish the conceptual bases and limits of the project for the construction of the message. In section three, thanks to tools such as peer review, mood board and sketching, the ideation phase is carried out. In the fourth, they carry out the advertising arts, the table of advertising objects and the construction of the advertising pieces, resulting in the preliminary arts of the TIC’u. To finish this section, the campaign products are evaluated through a test and with this the appropriate corrections for the final arts are obtained. To complete the development of this project, the lessons learned from it are described and the processes to be improved are recognized.