Abstract:

The coronavirus pandemic continues affecting the world. There are several damages generated at the level of physical and mental health in the population, in addition to the economic aspect. Added to this, the lack of knowledge and misinformation. Therefore, it is essential to know which are the issues that are unknown, the information that needs to be reinforced to prevent contagion and, in this sense, it is essential to educate citizens through educational-communicative tools and processes that help to strengthen the messages that allow to clear concerns in relation to prevention and coexistence and in relation to Covid-19.

In the educational field, teachers have the resources and knowledge to transform their environments and transmit their knowledge to students, making it possible to generate changes in the actions of the population.

In this sense, to contribute to the prevention of Covid-19 infection in Ecuador, students and teachers of the Communication Career of the Universidad Técnica Particular de Loja, developed a communication project called "Attention to information and communication needs to coexist with Covid-19. Best practices for a conscious and responsible city". The objective of the campaign allows students to apply the knowledge acquired through a real implementation of their knowledge and develop an investigation of the real state of the situation to understand the gaps that exist in the population of young people aged 18 to 31 years, and then propose a communication campaign to address these needs. Subsequently, the communication products proposed by the students themselves were implemented and disseminated.

As a result, several communication products were produced in different formats: audiovisual, journalistic, content for digital environments, advertising pieces, which were disseminated to the Ecuadorian community through different digital platforms. Thus, achieving the main objective of the practice, to implement actions and communication pieces that raise awareness among the target audience about the importance of prevention, diagnosis and control to prevent the spread of Covid-19 in Ecuador.

Keywords:

Young people, covid-19, communication, prevention, campaigns.