Lavem as mãos! Análise das campanhas de marketing social desenvolvidas em torno do coronavírus
DOI:
https://doi.org/10.5007/2175-8077.2023.e87061Palavras-chave:
covid-19, campanhas de marketing social, marketing socialResumo
O objetivo dessa pesquisa foi analisar as campanhas de marketing social desenvolvidas pelo Ministério da Saúde, Governo da Paraíba e Prefeitura Municipal de João Pessoa – PB, para a promoção dos cuidados de saúde contra o Coronavírus em 2020. Para coleta de dados, foi realizado um levantamento documental a partir dos materiais midiáticos disponibilizados pelos entes federados. Na análise dos dados, foi utilizado o modelo de comunicação em campanhas de marketing social. No primeiro momento foi realizado um estudo de caso múltiplo; e, em seguida, foram analisadas as estruturas das campanhas a partir do modelo. Nesse sentido, os resultados apontaram que os entes federados desenvolveram campanhas em processos faseados, diversos canais de comunicação e fontes de informações confiáveis, com propagação de apelos para cuidados preventivos, utilizando da linguagem verbal e não verbal.
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