Differential approach in advertising campaigns against violence based on gender. Case of study: Secretary of Women of Medellín

Abstract

This study evaluated the report of the Secretary of Women of Medellin to identify the presence of the Gender Differential Approach in the advertising campaigns released during the program “Medellin Segura para las mujeres y las niñas -A safer Medellin for women and girls” included in the 2016 – 2019 Development Plan of Mayor’s Office of Medellin.
Through bibliographic tracking, twelve features were identified to be part of an advertising campaign with a Gender Differential Approach, this was based on the ACNUR guidelines about Differential Approach, the Colombian Political Constitution’s precepts, Arteaga contributions (2012), Botero and Galvis conceptualization about Public Communication (2009), Velásquez and González concepts about citizen participation (2003), and the General Model of Public Communication (Jaramillo 2012) that regulates the Public Administration in Colombia.
Based on the characteristics identified and recorded on the subject of analysis, the 2017 Mayor’s Office campaign “Hay señales que pueden salvarte la vida – Signs that can save your life” was studied. This campaign was focused on promoting and restoring the human rights of women and girls to prevent and care for any gender-based violence. It was found that this campaign meets 97% of the characteristics of a Gender Differential Approach and that the lack of contact mechanisms or citizen services was the reason why a complete compliance was not reach.