Aportes del Marketing Social Frente al Abordaje de Programas Enfocados en la Ruptura de los Ciclos de Violencia en Colombia y en Latinoamérica entre 2014 y 2024

Abstract

Gender-based violence remains a serious issue in Colombia and throughout Latin America, affecting not only individuals' health and well-being but also social stability and economic growth. In this context, social marketing has emerged as a valuable tool for raising awareness and preventing various social problems. However, its use in breaking the cycles of gender-based violence remains limited. This study explores the impact of social marketing in programs aimed at preventing and reducing gender-based violence in Colombia and the region between 2014 and 2024. Through a systematic literature review based on the PRISMA model, strategies implemented over the last decade were analyzed. The findings reveal that while Latin America has seen the development of effective campaigns, Colombia still lacks sufficient structure and continuity in these efforts to achieve a meaningful impact. According to data from the National Institute of Health, gender-based violence continues to rise, underscoring the urgent need to design more effective and well-targeted social marketing strategies. In conclusion, strengthening the implementation of these campaigns in the country is essential, integrating communication, public policies, and education to change the attitudes and behaviors that perpetuate this issue.