Diseño de campaña educativa de sensibilización sobre los árboles urbanos nativos dirigida a jóvenes de la ciudad de Guayaquil.

Abstract

The research focuses on designing an educational awareness campaign for young people in Guayaquil about native trees, aimed at promoting environmental awareness and consolidating a local ecological identity, in line with the La Iguana Foundation's actions. To achieve this objective, a qualitative research methodology was used, with a level of descriptive depth that facilitated the collection of information on the target audience's visual perception and knowledge. The methodological strategy was divided into phases: documentary research, analysis of international references, and field research. Data collection techniques included direct observation and semi-structured interviews with key informants, which revealed the absence of a current visual narrative that emotionally connects with young people on digital platforms. The research provided the basis for a strategic graphic proposal that uses appropriate semiotic and technological resources to raise public awareness of the importance of native urban flora. It offers an attractive solution and an effective communication tool for caring for the city's natural heritage.