Diseño de merchandising y campaña comunicacional promoviendo las donaciones para el refugio amigos con cola

Abstract

The project addresses the problem of economic sustainability and the low visibility of the shelter Amigos con Cola, whose work with rescued animals depends almost exclusively on unstable donations. The general objective is to develop a merchandising line and design a communication campaign that support the financial sustainability of the foundation and promote responsible adoption, justifying the use of graphic design as a strategic tool to strengthen its identity and bond with the community. For this purpose, the communicational status of the foundation and the profile of the cause-oriented consumer were investigated, a conceptual basis and visual narrative were defined, and a product line and a campaign integrated into social networks and face-to-face media were designed and implemented. The results show an increase in digital reach, audience engagement and the generation of fundraising opportunities, as well as an improvement in the clarity of the institutional message associated with responsible adoption. In conclusion, the project demonstrates that an articulated strategy of solidarity merchandising and digital communication strengthens the economic sustainability of the shelter and consolidates its positioning as a benchmark in animal welfare. Keywords: Solidarity merchandising, Communication campaign, Responsible adoption, Digital marketing.