Visual communication design plays a critical role in effectively disseminating messages and creating meaningful connections between people and their environment. In the current context, where urban areas face numerous environmental challenges, the Florida Public Tree Program (in spanish "Programa Departamental de Arbolado Público", PDA) is presented as a valuable initiative to improve the quality of life in the city.

 

This ecosystem of state institutions and NGOs linked to the urban tree detected in the population a need for shade, lower temperatures, beautification and growth in the real estate value of the center of the city of Florida. That is why the Departmental Council in Defense of Public Trees will be established and the previously mentioned Program will be implemented through a decree in the Local Legislative Congress (in spanish "Junta Departamental"). Through its Communication Project (hereinafter CP-PDA) we seek to transmit in a clear and attractive way the benefits of urban trees, promote their care and encourage the active participation of the community in the conservation and expansion of green areas in our city. .

 

We will explore the importance of trees and their impact on the environment, as well as the need for effective visual communication to promote and raise awareness in the community about this issue. Additionally, we will highlight the specific objectives that will guide our work and the methodologies we will use to achieve them.

 

As we progress in this project, we will face challenges and opportunities that will lead us to seek creative and strategic solutions to achieve the desired results. It will be essential to integrate graphic design principles, visual communication and why not knowledge about urban trees to develop a solid and convincing proposal.

 

This CP-PDA seeks to combine creativity and visual communication design with a commitment to improving our urban environment. We seek to inform, raise awareness and motivate the community to become actively involved in the conservation and promotion of urban trees.

​

The CP-PDA is an academic proposal of the Bachelor in Visual Communication Design of the Faculty of Architecture (University of the Republic, Uruguay) in the field of government communication. This is a campaign for the appointed Council made up of a variety of public and private forces, which will project environmental and educational actions for one year from the approval of the creation of the Council through the Local Legislative Congress. This CP-PDA takes the central area of the city of Florida as a pilot plan, to continue with the rest of the department (localities and rural areas)

​

This Communication Project, with a prior sociocultural study, is hypothetically applicable to any Uruguayan city of approximately 25,000 to 50,000 inhabitants, since many share sociocultural features and the same tree problems. For this PFC we will focus on the city of Florida (33,639 inhabitants as of June 2023) whose reality is tangible and evident.

Currently the problem of the lack of enough trees in the city has more than one face and each one has different approaches. Inaction of the departmental government in high-impact tree planting projects that results in the non-existence of communication campaigns, lack of knowledge of the benefits and hypothetically zero awareness of the trees on the part of neighbors, vandalism in parks and squares.

​

You can download the complete document and the graphic and audiovisual pieces at this link.