Campaña publicitaria de bien social para el programa “vértigo” en el barrio Manuel María Buenaventura de Cali para el año 2020

Abstract

In this work, the fundamental parameters are found to design a social good campaign for the Vertigo program of the Ministry of Sport and Recreation of Cali. These parameters are supported by antecedents, undergraduate studies that have marketing and advertising research as a starting point, social good campaigns, advertising activities and strategies, case analyzes that have national and international advertising and sports as their central theme, authors and connoisseurs who support the decision and talk about the importance of sport in the education of children, young people and adolescents, as well as the laws that oblige the right to sport to be fulfilled in the Colombian population and research that supports the decision and actions that are carried out in the design of the social good campaign in adolescents from 12 to 19 years of age in the Manuel María Buenaventura neighborhood of Cali. The methodology to be used is coupled to the purpose of the investigative work and important information is collected to promote through a campaign that the target audience begins to practice a sports activity, specifically extreme sports. Their habits, customs, behaviors are identified as bases or pillars in the theoretical support for the creation of the advertising campaign. The means and tone of communication are known, its competence, added value; In addition, insight is identified and the creative concept is created as the main axis for the campaign.