Resumo

APONTE RUIDIAS, Juan Pablo Miguel. Identity design and communication campaign for the formation of a social group that warns about the long stay of minors in Residential Shelters Centers in Lima. Zincografía [online]. 2022, vol.6, n.11, pp.133-149.  Epub 23-Maio-2022. ISSN 2448-8437.  https://doi.org/10.32870/zcr.v6i11.118.

This article develops the design of the identity and the communication campaign for the formation of a social group that warns about the lack of interest in the situation of institutionalized children and adolescents, who spend excessive periods of time in Residential Shelter Centers (CAR) of Lima, a context that does not allow its integral development. An investigation was carried out that included four interviews with officials from the Ministry of Women and Vulnerable Populations (MIMP), the institution responsible for the CARs, in addition to surveys of 660 young people and adults, identifying 96% who confirmed indifference towards the subject and 52% who normalized that minors spend more than a year internee. Given the need for a more involved society, the brand identity and communication campaign were designed for the formation of a virtual social collective called Alarma Maraña, which informs and warns about the entrapment that prevents minors from developing again in a family. The work has delved into the possibility of raising awareness in society through the tools and strategies of visual communication, reaching more than 1500 people and awakening the interest of public figures in the problem under investigation and the formation of the group.

Palavras-chave : Research in design; design project; brand identity management; virtual community; social collective.