Desarrollo de una campaña de concientización sobre el uso inadecuado de redes sociales en adolescentes de 14 a 17 años

Abstract

This project aims to develop an awareness-raising campaign to address the inappropriate use of social media among adolescents aged 14 to 17, through visual resources designed to promote conscious, responsible social media use. For this purpose, the digital consumption context of the target audience was analyzed, taking into account their practices, perceptions, and the risks associated with using these platforms. The research was conducted using a qualitative approach, based on William Wells’ methodology, which enabled the structuring of the process into the stages of strategy, ideation, execution, and media usage. Through interviews with adolescents and professionals in the field of psychology, key issues were identified that supported the definition of the central insight and the creative perception of the campaign. An integrated graphic proposal was developed, comprising visual materials for both digital and print media, to raise awareness of a current social issue. This proposal highlights the potential of visual communication as a strategic tool for social communication and prevention within the contemporary digital environment.