Diseño de identidad y campaña de comunicación para la formación de un colectivo social que alerte sobre la larga permanencia de menores de edad en Centros de Acogida Residencial de Lima

Abstract

This article presents the design of the identity and diffusion of a social collective that alerts the long dwell time of minors in provisional public foster homes. Child and adolescent abandonment are a latent reality in Peru, but the issue is not a matter of debate, and that the development of the underage inside a family must prevail. It’s not suitable that the minors remain in public fosters homes, CAR according to its initials in Spanish, with no consideration towards their right to live in a family and develop properly. (Castro & Fernández, 2013). That is why it is mandatory for society to get involved, which is intended with the visual and discursive design of a collective called "Alarma Maraña", impulsed by social media and which its target are men and women that wish to commit with the cause. A ludic video was produced and presented in the form an educational intervention, which documented and raised awareness about this subject and strengthened the formation of the collective. Through this project the possibility of sensitizing the society has been deepened, thanks to visual communication tools and strategies, achieving the expected goals.