CUIDEPORTE
UNIVERSITY THESIS
ROLE
Integral Designer
PERIOD
2019 - 2020
CLIENT
Buenos Aires University
SOFTWARE
Illustrator, Photoshop
CUIDEPORTE, playing safe in Catamarca
"CUIDEPORTE" was a marketing strategy project (for the subject Design III, Pujol) to introduce comprehensice sexuality education (ENIA Plan in Argentina) in our country. Each group has a province selected to work with. Our one was Catamarca.
It was presented to the authorities of the official ENIA Plan, the COFECYT (Federal Science and Technology Council) and the Argentine Ministry of Health.
Research: ENIA needs to have success in Catamarca
For this project, each group of students had to work with a particular province and start to research about issues in ENIA program.
The questions that started all were:
- What is going on with the unplanned pregnancy in underage girls?
- Where the sexuality education program gets interrupted? Is the school? the family? the religion?
How can we help bring more of this information to families and their children?
PARADIGMS AND HOW TO ACT
The ENIA program seemed to get interrupted when it gets to the family.
There's a lot of "home education", where sex is kind of a banned word because of the church and right-wing policies influence.
Some of the main education institutions are "pro life" and don't want to talk about sex with their students.
Points, opportunities, risks
Strong ponts:
- ENIA plan is available
low illiteracy rate
Weak points:
- Church and "prolife" movements influence in schools
Campaigns don't talk about prevention or the male role in it
Opportunities:
Big village festivals for all the family.
Strong turism campaigns.
Young people enjoy sports and the outdoors
Risks:
- "Pro life" movements, families, the church and the government trying to sabotage the campaign.
Hypothesis
In Catamarca seems to be 3 prominent social values where ENIA can be involved: Family, Health and Turism.
We can avoid the word "Sex" and replace it with "protection/prevention".
Taking this into account, we can talk about 3 focus areas (3 User persona): Festive Group, Sports Group, and Tourism Group.
Mockups :)
Results!
1. We passed and graduated :)
2. Contributed to a good cause
3. Worked with important organizations
Working on something cool?
LET'S TALK ABOUT IT :)
GET IN TOUCH
asilosjudith@gmail.com
SOCIAL & MORE
Selected Works
