La credibilidad del mensaje de femvertising en la campaña contra el ciberacoso de Pilsen Callao

This study analyzes the credibility of femvertising, the advertising trend that seeks to empower women through three traits: experience, goodwill, and reliability. Its approach is qualitative based on the Pilsen Callao campaign called ‘Banners against cyberbullying’. Twenty semi-structured interviews were conducted with female students from Lima, aged between 18 and 25 years. As a result, this advertising strategy present in the campaign managed to generate credibility in the public through the experience, empathy and transparency that it demonstrated when communicating the problem. Additionally, a reclassification of the credibility traits is proposed, since the need to add one was evidenced: coherence, an attribute valued by young women, which influences their perception of credibility.