Bibliographic citations
Anaya, A., (2020). La publicidad como herramienta de inclusión social en niños con síndrome de Down a través de la campaña “Compromiso Babysec” [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652999
Anaya, A., La publicidad como herramienta de inclusión social en niños con síndrome de Down a través de la campaña “Compromiso Babysec” [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652999
@misc{renati/391728,
title = "La publicidad como herramienta de inclusión social en niños con síndrome de Down a través de la campaña “Compromiso Babysec”",
author = "Anaya Bermúdez, Arantxa Natalia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research focuses on advertising as a tool for social inclusion of children with Down syndrome in Metropolitan Lima. In spite of the efforts that the Peruvian State is making to organize and quantify the people who have a disability, not all of them are registered in the National Registry of Persons with Disabilities; therefore, they can not access to the support provided by the State and social exclusion is generated. The case under analysis is “Compromiso Babysec“ (Commitment Babysec), a successful campaign in South America; which was launched in Peru in 2019. The relevance of this work resides in the fact that there are not many investigations that focus on the importance of advertising as a tool against this social issue. This is why the main objective of the research is to analyze how the campaign “Compromiso Babysec“ can encourage social inclusion of children with Down syndrome in Metropolitan Lima. This research will be carried out according to a qualitative methodology under the technique of in-depth interview. Thus, two target audiences will be considered: first, mothers of 35 to 45 years of age of the socioeconomic status B who have children with Down syndrome from zero to ten years of age and who have been spectators of the “Compromiso Babysec“ campaign. Secondly, mothers from 30 to 40 years of age the socioeconomic status B with children from zero to ten years of age who do not have Down syndrome and who have been spectators of the “Compromiso Babysec“ campaign.
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