El Marketing Social y su efecto en la prevención de siniestros: caso Cuerpo de Bomberos del Cantón Mocha, provincia de Tungurahua

Abstract

The fire department of the canton Mocha was created on July 16, 2010 on the initiative of the mayor Sipriano Ocaña who saw the need to establish in the South West zone a fire station that is based this city, is a non-profit institution , With the responsibility of guarding and protecting society and its public and private property, from any type of fortuitous event. The activities of Mochence society are linked to trade, many of these businesses are informal, this condition of commercial activity generates an increased risk of occurrence of casualties, for that reason the fire department together with the researcher, have opted for The implementation of this initiative that will impart the necessary knowledge to the citizens. Through the use of a structured questionnaire, it was determined that citizens are willing to accept social marketing strategies that will reduce the level of risks of occurrence of claims It proposes a campaign of Social Marketing, which will be focused on an outdoor advertising campaign using material P.O.P. To induce citizens to attend the training campaigns dictated by the fire brigade, it will be reinforced by means of communication, using social networks, specifically Facebook, Twitter, and YouTube, which will reach The people who use the technology, fulfilling the main goal of this study.