Estrategia comunicativa para la prevención del maltrato y abandono de animales domésticos en Bogotá haciendo uso de los medios de comunicación

Abstract

This degree project proposes a communication strategy to prevent the mistreatment and abandonment of pets in Bogota, using the media. After analyzing previous campaigns and their impact, the low participation of traditional media and the need for greater awareness was identified. As a solution, a digital magazine was designed with educational information, communication strategies and the use of social networks to maximize reach. The proposal seeks to promote responsible ownership and generate a cultural change through education, campaigns and alliances with animal protection organizations.