Implementación de campaña comunicacional en las redes sociales Facebook e Instagram para la reducción del uso de fundas plásticas en comercios de la ciudad de Cuenca

Abstract

The whole planet has a high level of pollution. The hand of man has caused irreparable damage and today it is urgent to find planet-friendly alternatives for the survival of human beings. The present title work has the modality of an intervention project; it proposes to carry out a social campaign for the prevention of the use of plastic covers in the supermarkets of the city of Cuenca. The campaign will be directed to Cuenca's citizens, male and female, between 18 and 40 years old, with various professional or university occupations, being their social-cultural level medium, medium-high.For which the theories of emotional marketing, social marketing and advertising will be used to develop the proposal of the campaign and to highlight in the city a problem existing worldwide due to the massive use of plastic bags.