Alejandra Montemayor Garza
Ramon Trevino
Patricio Garcia
Melissa Treviño Villarreal
EGADE Business School Tecnologico de Monterrey
Consuelo Garcia-de-la-torre
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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.
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.
The idea was inspired in other cities of the world that had done the same activity, considering the high crime statistics.
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.
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:
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
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Daniel Toledo, Marketing
