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Se propone una campaña constituida por tres piezas audiovisuales, de una duración
entre 25-30 segundos que pueden ser transmitidas en un orden de fechas para generar
impacto y tener coherencia. El contenido de estas, proviene de la consideración de los
items de la encuesta que obtuvieron mayor aceptación por parte de los entrevistados. Por
lo tanto el primer spot propuesto se basó en el cuidado del ambiente y las comunidades,
opción que fue considerada como parte de la responsabilidad social de una empresa con
una aceptación del 83% de los consultados. Es por esto que la primera pieza audiovisual
se realiza en torno a este item, y se titula”Carlitos, si se puede”.
Con respecto al segundo spot que apoya la idea del reciclaje como la acción social,
en la encuesta aplicada esta opción conto con un 52% de aprobación, dando lugar a la
segunda pieza titulada “Carmen, si se puede”.
ABSTRACT
This project rose from a need created by the circumstances and the environmental,
economic and social reality lived by Venezuela in the last few years. This need is also a
consequence of a development where planning has thoroughly failed. Venezuela is a
country where the absence of protection and environmental awareness has awakened its
potential in terms of natural beauties, fauna, and ecosystem. It is precisely there where
this project fits within Polar enterprises, which has a solid tradition, strength and
acceptance. And because of its strong social commitment can broadcast a citizen
awareness campaign, by promoting the caring and preservation of the environment.
The previous affirmation is supported on the data’s analysis made lately in the
survey application, which has favored valuable information that supports in a 93% the
absence of open answers in matter of memories in audiovisual pieces that support social
environmental responsibility produced by Polar Enterprises.
All this constitute an opportunity for Polar, because it could push a campaign for
citizen environmental conscience at the time that reinforce its corporative image.
It’s about a strategy framed within a new conception of “green enterprises”, which
favor the ecological subject, the conservation of natural resources and satisfaction of
population needs, without getting round on the use of natural resources in order to
guarantee their existence for future generations.
This strategy would allow the organization to deepen its ecological committed
message in the matter of sustainable development. At the same time, it would reinforce its
corporate identity through the environmental social responsibility. This strategy would turn
Polar enterprises into a model to be followed in the country. One way to conciliate this
situation is by creating communicative strategies and campaigns to impel promote and
integrate the average citizen with the real value and respect towards the environment. All
of this, under an audio-visual strategy of social responsibility based in the environment
frame, which aims to reinforce the corporate image of Polar enterprises.
With regard to the second spot, it has a 52% of population, which support the idea of
recycling as social action. Giving place to the second piece title: “Carmen, si se puede”,
which has a narrow relation with the results.
Finally, 46% of population support the idea of local organization with private
companies, giving place to the final spot proposed and title: “Unidos, si se puede”.
Therefore and according to the notable results of the survey, those sustain the
objectives of the present Degree Work and support the feasibility of the audiovisual
proposal.