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Plan publicitario para programas de “Movilidad Urbana Sostenible”, desarrollados por Organizaciones de Sociedad Civil (OSC), basado en medios alternativos. Caso: Fundación Quito para Todos

Abstract:

The abuse in the usage of automobiles has generated various human problems such as social, economic, ecological and even political in our society. Having a car has become a necessity because globalization makes time management a requirement. Never the less the amount of cars on the streets is superior to the capacity of the city. Therefore, saving time has not been able due to traffic. Traffic especially in rush hours produce stress. Thus, is mainly seen as anxiety, impatience, high blood pressure, bad temper and aggressiveness. On the other side, contamination of automobile is a major health problem. Each car generates five squared tons of CO2 (carbon dioxide) per year increasing global warming. The Municipality is the entity in charged of traffic control that tries to solve those problems, but at the same time spends high amount of money in highway improvement instead of investing in public transportation. It is important to notice that only 20% of population of Quito owns a car, while the other 80% use massive transportation. Thus, isolated decisions do not solve traffic real crisis...