Abandono animal y bienestar: cápsulas audiovisuales para educar a la ciudadanía

Abstract

CONDITION FOR PUBLICATION OF PROJECT. The project proposes the creation of transmedia audiovisual capsules as an innovative strategy for the dissemination of best practices in animal welfare within digital environments. Animal abandonment in Ecuador constitutes an alarming social issue, with more than 500,000 stray dogs in Guayaquil alone and around 150,000 in Quito, according to data from animal protection organizations. However, traditional communication campaigns have proven insufficient and lack narrative strategies capable of connecting with younger audiences. The main objective of this work was to apply transmedia storytelling techniques in the production of audiovisual capsules designed for social media—primarily TikTok—in order to raise awareness and educate citizens about responsible pet ownership and animal adoption. The research adopted a qualitative, exploratory, and descriptive approach, using semi-structured interviews with rescuers, observation of content on social networks, and a focus group with young people and animal welfare volunteers to validate the proposal. A total of ten audiovisual capsules were produced, classified into three categories: educational, testimonial, and emotional. Their production involved visual resources such as color grading, animation, and a “paper cut-out” collage style, as well as voice-over narration and royalty-free instrumental music. The results showed that 90% of participants considered the capsules to have generated empathy and awareness; 75% highlighted the relevance of brevity in digital platforms; and 80% valued the credibility provided by real data and testimonies. These findings confirm that transmedia storytelling, by integrating narrative coherence, emotion, and participation, is capable of transforming users from passive spectators into active agents. In conclusion, the project demonstrated that it is possible to produce high-impact social content even with limited resources, as long as creativity, strategic planning, and an innovative narrative approach are applied. It is recommended to expand the campaign to additional platforms, ensure sustainability through institutional partnerships, and incorporate accessibility criteria to reach a more diverse audience. Keywords: Transmedia storytelling, audiovisual capsules, animal abandonment, TikTok, social awareness, audiovisual production.