Diseño de una campaña publicitaria en medios digitales para concientizar sobre el cuidado y conservación de especies endémicas de la comuna Olón a sus habitantes.

Abstract

The following work consists of the implementation of an advertisement campaign on the digital media YouTube, Facebook and Instagram, with the aim of positively influencing awareness of the impact that human activity has on the biodiverse habitats of the Olón Commune, in Manglaralto county in the province of Santa Elena. The methodology used (descriptive research with a mixed approach) sought to understand the way in which native inhabitants, visitors and foreign residents could undertake or strengthen a commitment, both personal and collective, to encourage and internalize a dynamic environmental awareness that activates and articulates mechanisms of environmental education and communication, expressed in the advertisement pieces created during this research, and which premises and development involved the participation of the very community for which it was designed, emerging to circulate in the digital media for which they were created. The contribution of the interviews enriched the results of the campaign. The surveys reflected a high presence of women interested in promoting environmental awareness. The documentary investigation offers a profile of the resources and beauty of the Olón Commune.