Ciudad de Colores

Inspiring Buildings

A553 3C86

Authors

Alejandra Montemayor Garza

Alejandra Montemayor Garza

Ramon Trevino

Ramon Trevino

Patricio Garcia

Patricio Garcia

Melissa Treviño Villarreal

Melissa Treviño Villarreal

School

EGADE Business School Tecnologico de Monterrey

EGADE Business School Tecnologico de Monterrey

Professor

Consuelo Garcia-de-la-torre

Consuelo Garcia-de-la-torre

Global Goals

3. Good Health and Well-Being 10. Reduced Inequalities 16. Peace, Justice and Strong Institutions

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Summary

People seem to be very happy and thankful for the “Chicochearte” mural. Given this reaction by the community, the idea of having “community art” has been thought to be replicated in seven additional murals. Daniel (interviewed) , said the idea of painting murals and buildings in marginal zones was inspired by projects made in Medellin, Colombia and San Juan, Puerto Rico. It was carried out in Tabasco, which is a state that, according to the latest statistics of INEGI, occupy the first places of insecurity in Mexico, including marijuana use, crimes, permissiveness to the Violence in the area, among others; Daniel Toledo stated: “we seek to establish peace and a cleaner and more attractive city”.

The desired impact of this initiative is to decrease the delinquency rate in Villahermosa, Tabasco. It is well known that this same initiative has decreased delinquency rates in other parts of the world. Also, facts show that 51% of these undesired events occur downtown Villahermosa and thats the target for the painted murals and walls. The main ODS impacts are:

The business’ incomes serve to operate the business, if there’s extra profit, it’s applied in other projects. Indirectly by the social benefits, the company and its partners and shareholders are benefited by the increase of customers on their business near by the buildings of the project.

Innovation

The innovation is to send a message in a different manner. Instead of promoting a “civil war” or a civil strike, due to anger and/or fear, the objective of these activities is to promote a happy environment in a peaceful way. The goal is to eventually become a happy place (as it used to be) where everyone can get along and push each other to act with goodwill.

Inspiring Buildings

Inspiration

The idea was inspired in other cities of the world that had done the same activity, considering the high crime statistics.

Overall impact

The desired impact of this initiative is to decrease the delinquency rate in Villahermosa, Tabasco. It is well known that this same initiative has decreased delinquency rates in other parts of the world. Also, facts show that 51% of these undesired events occur downtown Villahermosa and that is the target for the painted murals and walls.

Business benefit

The business’ incomes serve to operate the business, if there’s extra profit, it’s applied in other projects. Indirectly by the social benefits, the company and its partners and shareholders are benefited by the increase of customers on their business near by the buildings of the project.

Social and environmental benefit

Social:

o Change the perception of how “Gaviotas” is perceived

o Motivate local tourist visitors to the city

o Reduce violence statistics

Economic and environmental:

o Tourism increase economic impact

o Reduce crime statistics

Interview

Daniel Toledo, Marketing

Business information

Ciudad de Colores

Ciudad de Colores

Villahermosa, MX
Year Founded: 2015
Number of Employees: 11 to 50
Ciudad de Colores is an initiative part of Come Tabasco A.C. located in Villahermosa, Tabasco. Founded in July 2015, it currently has 10 direct employees and 11 artists collaborating. According to Daniel Toledo, Chief of Digital Marketing and Public Relations, Ciudad de Colores is an initiative whose main trigger is to change people’s perception about a community through urban art. He also mentioned that one of the best experiences he had lived is experiencing how this type of projects unifies citizens in search for a better life quality. Ciudad de Colores started in 2015 with a project called “Chicochearte”, where a mural was painted in honor of a local musician. Ever since this took place, the perception of people in the community toward these activities has been positive.