Sensibilización y protección animal: línea base campaña social contra el maltrato de perros

Abstract

Animal abuse and neglect, specifically against dogs, is a problem that has not been studied in depth in our environment. The factors that cause this type of situation affect both the dog and the people in a community. The main objective of this research is to diagnose this reality in order to have clear elements and make a proposal for a digital campaign with a social approach to raise awareness of the inhabitants of the parish of El Retiro, Machala, against the abuse and neglect of dogs. A qualitative-quantitative methodology is used, with a descriptive and interpretative approach at the same time, in order to characterize the object of study through different techniques such as the survey, conducted to 192 families where we seek to determine the causes of animal abuse and neglect in the sector; likewise, an interview is applied to experts: veterinarians and directors of organizations that already carry out actions to reduce cases of animal abuse and neglect. The same technique was applied to social communicators, with the purpose of investigating communicational guidelines to design a social campaign, based on digital contents. Surveys were conducted with questionnaires to 192 families of the parish headwaters, also with the technique of on-site observation, it was possible to obtain valuable information to determine important findings that serve as basic indicators for the approach of a central axis. Everything leads to a baseline social campaign, with the use of social networks and key social actors to promote greater awareness of care and awareness of this problem considered a public health problem.