Impact of the campaign against sexual harassment implemented at the Center for Industrial Design and Technological Innovation - SENA.

Abstract

The Design and Industrial Technological Innovation Center - SENA; in order to provide knowledge regarding gender-based violence, has decided to implement an approach strategy aimed at making visible the types of sexual harassment and the attention routes against their complaints within the CDIT SENA, in Dosquebradas, Risaralda, Colombia. To carry out the campaign, three groups were selected as the focus population that are part of the center: apprentices, administrators, and instructors. In the first instance, a survey was carried out on the three selected groups, which determined information on prior knowledge of sexual harassment, institutional complaint mechanisms and cases of harassment reported inside the center. When analyzing the results and situation of the first moment of the campaign, its objectives were defined, and the three creative phases continued: copy strategy or communication platform, followed by the creative strategy and finalized with the media strategy. The advertisement campaign was named: “No more harassment”. Once the campaign was designed, its respective broadcasting was carried out through social networks and informative talks. At the end of the campaign, a final survey was applied to the population to analyze the impact of the advertising campaign, evidencing learning about the types of sexual harassment and its reporting modalities.