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With the objective of developing an advertising campaign to promote good health practices and environmental care in the rural and semi-rural communities of the town of Sorá, an investigation was carried out to determine the means of communication used by the population to stay informed. Relevant data for the definition of a media strategy appropriate to the reality of the region.
Results of the Communication component, a multidisciplinary study that united various disciplines at the University of Panama and that linked the different SDGs with a complex perspective and allowed the incorporation of socio-environmental and socio-cultural indicators, achieving precise feedback for the benefit of the communities studied.
The research was based on a quasi-experimental design, divided into five phases: recognition and direct approach, research stage, implementation, follow-up and monitoring of educational and
advertising communication strategies, results, impact and limitation of the project and closure of the project.
The results showed that television continues to be a medium with great penetration when it comes to obtaining information, followed by social networks and finally radio. This shows how digital media are a good communication option in rural communities, both because of their immediacy and their low cost.
The advertising campaign under the concept “We are one” and the slogan “your actions matter” allowed intervention from various perspectives and addressed the complexity of situations that occur in the communities, aimed at improving the quality of life through communication strategies, teaching, and learning with an integrative vision.
