Diseño de campaña social para informar acerca del maltrato animal doméstico en Cuenca

Abstract

In the city of Cuenca, as well as in other places in Ecuador, we can witness a large number of animals that live on the street. The life they have is unbearable, they endure cold, hunger an ill treatments. Those responsible for this problem are people who decided to get rid of their pets after realizing the responsibility involved in having them. To deal with this injustice, there are people who fight to change it, many of them have even created their own Animal Aid Foundations. Also, their constancy, sometimes supported by a group of politicians, was able to establish a Local Ordinance. In spite of being possible to denounce these acts of cruelty, it is irresponsible pet ownership, the biggest concern. So, it is needed to inform and raise awareness about animal rights, this is where Social Advertising appears. Finally, what is proposed is this campaign design, which explores the BTL as a creative resource that will capture the public attention and probably, why not, shake their conscience.