Implementación de un plan de comunicación para la fundación refugio pana y creación de una campaña de concientización sobre el abandono animal

Abstract

The abandonment of dogs and cats, considered as part of the urban fauna and companion animals, continues to be a problem, even with generational and demographic changes. Currently, the complaints of these cases, in which the rights of animals are violated, have transcended to social networks, where animal protection organizations exhibit and even viralize this reality in search of help and repair of damage. Refugio PANA Foundation is one of the organizations operating in Guayaquil, Ecuador. Since 2010 it has been working to rescue street animals and also puts her efforts into raising awareness against animal abuse. Their work has made it possible to give a new chance at life to more than 300 dogs and cats, currently, but they require the participation of society, since they do so through self-financing and their resources are always limited. For this reason, the organization continues to appeal to the awareness of the community and the authorities, through the internet and its main source of communication: the Instagram social network; now with a new sensory campaign to generate awareness and commitment of these living beings that are now called subjects of law. Keywords: COMMUNICATION PLAN, CAMPAIGN, ANIMAL ABANDONMENT, ANIMAL ABUSE, FOUNDATION.