Creación de una campaña de valoración de la ciudad de Riobamba dirigida a jóvenes de 13 a 15 años de colegios de la localidad.

Abstract

The cultural valuation campaign of the city of Riobamba "Created by the spirit" was created for young people from 13 to 15 years of age with the purpose of generating knowledge and a sense of belonging through graphic pieces. Inductive method was used for the information; Deductive for the analysis of the target and the campaign. By means of illustration techniques, photographic and computer equipment for the design, stationery, books and documents. Three characters of manual illustration are presented as spirits, in neon colors or transparencies representing certain epochs; Resettlement, 1990's and current times, with cultural characteristics in terms of vocabulary and dress, they interact with each other, and in a natural and fluid dialogue, they deliver information in different graphic pieces that were established with characteristics of the young; Printed in flyers and posters for the expectation stage and in a booklet presented as a comic book, a web page with more historical and photographic content was also designed, where the pieces are shown in an attractive and practical way. This created material was presented to a Focus Group of 24 of a universe of 3037 adolescents, obtaining positive results with an 83% acceptance that represents young people with a great assimilation of the presented information due to the way in which it is transmitted, for that reason the Importance of the implementation of this campaign of evaluation and the beginning of new campaigns to improve the standard of life of the riobambeños.