Una estrategia de marketing social para dar voz al duelo perinatal

JIC Fundación is a non-profit foundation dedicated for five years to provide emotional support, humanize medical care, hand in hand with experts to people who are going through perinatal loss and grief; perinatal grief is a little-known social cause in Colombia and according to statistics from the National Institute of Health in Colombia, it is estimated that the rate of gestational loss is between 15% and 20% of pregnancies. Also, according to the report from the National Administrative Department of Statistics (DANE) in 2022, there were 27,795 fetal deaths nationally, which poses a threat to becoming a public health problem. In this sense, this work addresses perinatal grief and its psychological impact on women and families experiencing it and conducts a market research to further position JIC Foundation, so a social marketing strategy is presented, including awareness-raising actions, dissemination in media and collaborations with other organizations to raise awareness in society regarding perinatal grief.

• Autores: Torres Sanabria, Maria Valentina
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2023
• Institución: Pontificia Universidad Javeriana
• Repositorio: Repositorio Universidad Javeriana
• OAI Identifier: oai:repository.javeriana.edu.co:10554/67757
• Acceso en línea: http://hdl.handle.net/10554/67757
• Palabra clave: JIC Fundación; Duelo perinatal; Apoyo emocional por duelo perinatal; Marketing social; Posicionamiento de causa social; Estrategias publicitarias de marketing social; Perinatal grief; Emotional support for perinatal grief; Social marketing; Social cause positioning; Social marketing advertising strategies; Comunicación social - Tesis y disertaciones académicas; Mercadeo social; Muerte fetal - Aspectos psicológicos; Mortalidad infantil - Aspectos psicológicos
• Rights: openAccess
• License: Atribución-NoComercial-SinDerivadas 4.0 Internacional