RuidoCrudo: Campaña en redes sociales para sensibilizar sobre políticas de género en jóvenes guayaquileños

Abstract

This research analyzes the problem of misinformation and the limited access of young people in Guayaquil to understandable and impartial content on gender policies, a situation that restricts their critical participation and informed decision-making in the political sphere. The project aimed to counteract this problem by creating an informative Instagram account designed to communicate these policies in an accessible, visual, and neutral way, based on the assumption that a communication strategy aligned with young people's digital habits promotes understanding and engagement. The relevance of the study is based on the impact of the youth vote within the Ecuadorian electorate and the scarcity of reliable digital spaces aimed at this group. This project used a mixed methodology that integrated approaches from ethnography, design thinking, and case analysis to define the visual and communication strategy. The results showed that audiovisual formats generate higher levels of interaction, reach, and understanding of the content. In conclusion, the study demonstrates that strategic visual communication adapted to the digital environment contributes to strengthening critical thinking among young people and developing more effective digital civic education. Keywords: media literacy, strategic visual communication, audience analysis, digital storytelling, social participation.