Análisis de la campaña del Ministerio de Salud del Ecuador #NosCuidamosTodos en la red social Facebook frente a la pandemia del COVID-19.

Abstract

This academic article focused on analyzing the #NosCuidamosTodos campaign used by the Ministry of Public Health of Ecuador on the social network Facebook, in response to the arrival of COVID-19. For this purpose, it was analyzed whether the communicative tools used by this entity had the expected reach, and whether the reactions from the segment to which the campaign was focused, were positive or negative responses. The content generated in publications, multimedia, photographs and videos for the management of the campaign had a well-designed structure, which could transmit the message in a clear and precise manner, and created a high level of expectation, which could not become a trend, go viral and achieve the desired reach due to factors external to the campaign. Therefore, through the research conducted, it was determined that the #NosCuidamosTodos campaign did not present an image in line with the message it intended to convey to the target audience, through its content, publications and image, due to corruption cases that arose during the period of the Minister of Health Juan Carlos Zevallos, causing people to generate a great rejection towards this character and making the campaign unsuccessful.