Desarrollo de Campaña Utilizando Branding Social para Generar Respeto, Adopción y Tenencia Responsable de Perros Callejeros en Riobamba.

Abstract

The aim of this research is to create a campaign using branding social in order to generate respect, adoption and have stray dogs responsibly in Riobamba city. By setting and studying the target audience, a people group sharing similar interests about animal protection was identified, so that they can be represetatives of this project. Afterwards, a graphical conceptualization of logotype, symbol and slogan consistent with the message to be transmitted was carried out. The campaign was implemented on internet by means social networks with a strategic paln of digital communication and schedule. The communication pieces were: animation, illustrations, advices about domestic-animal management and a photo contest for people with their foster pets. During january and february, 2015 this campaign got 352 followers with 95% of acceptance in the selected platforms, so it was considered very good. This aims of raising aware and informing to the society about the conditions living the stray animals and activities to be performed for their welfare were accomplished. People who have pets have to take care about them with responsability in order to reduce the number of abandoned animals in the streets. It is recommended that Ministry of Education transmit programs about love and respect for other living beings by its public channels.