Medina Preciado

The objective of this thesis is to design social marketing strategies to raise awareness about the work done by the Ecuadorian Red Cross. This degree work proposes communication strategies that motivate not only donors, but also capture the attention of potential sponsors. A field research was conducted in the city of Guayaquil which resulted in the fact that people do not know about the benefits offered by the Red Cross for being a blood donor. With the information obtained, we proceeded to design social marketing strategies that contribute to change the behavior of citizens.