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- W46119246 abstract "This project has the ultimate purpose of increasing the number of adopted dogs in relation to the ones sold. To this end, the research made has explored the motivations behind the decision that makes someone buy or adopt a pet. After the analysis of secondary data sources which indicated the overpopulation of dogs in Spain due to abandonment, and as a result of the overcrowding of private and public dog shelters; it became apparent the need for creating a comprehensive media campaign with which increase the amount of dogs adopted yearly, regardless of age, breed or any other circumstantial characteristics. To ensure the efficiency of the campaign, an indicative poll -not statistically significant, but a powerful tool to understand the depth of the problem exposedhas been created, as well as sets of interviews, both individual and collective, and discussion groups in accordance with an ‘ad hoc’ structural sample. With the results obtained after a thorough analysis of the previously stated methods, a SWOT Matrix was implemented, and subsequently a comprehensive communication campaign in order to nullify the Weaknesses, to soften up the Threats, to keep and/or increase the Strength, and to exploit the Opportunities detected. Some of the campaign activities have been implemented by “Scooby”, a local animal welfare association located in Medina del Campo (Valladolid), obtaining very satisfactory results from the experiment. Furthermore, the vast majority of the activities and initiatives that have been taken into practice -both with and without the collaboration of “Scooby”have rendered very positive results. As examples of these actions, we can highlight the efficient awareness campaigns conducted in local schools and social networks in general. All the initiatives taken have stimulated the awareness of the population -and especially the younger sectors of itabout this problem that affects more than 110.000 animals yearly; and they have also favored the strengthening of the adopting concept as an efficient option to contribute in solving it." @default.
- W46119246 created "2016-06-24" @default.
- W46119246 creator A5028905508 @default.
- W46119246 date "2014-01-01" @default.
- W46119246 modified "2023-09-27" @default.
- W46119246 title "Investigación Social y Plan de Comunicación para la adopción de perros" @default.
- W46119246 hasPublicationYear "2014" @default.
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