Propuesta de campaña de educación ambiental para sensibilizar a la población de la ciudad de Loja sobre los servicios que ofrecen las Áreas de Conservación Municipal y Uso Sostenible (ACMUS)

Abstract

Abstract: The objective of this research was to develop a proposal to sensitize the population of the city of Loja about the importance of Municipal Conservation and Sustainable Use Areas (ACMUS) through the design of an environmental education campaign. A survey was conducted to determine the level of knowledge that the population has about the ACMUS, revealing that 69.5% of those surveyed were unaware of their existence. Based on these results, the proposal was designed based on social marketing, choosing the social network Facebook as the main means of dissemination and the spectacled bear as the charismatic species of the campaign, elements selected according to the preferences of the population under study. It is concluded that in order to encourage active participation and involvement of the population in conservation processes, it is essential to publicize the efforts and activities that are being carried out for conservation.