Wash your hands! Analysis of social marketing campaigns developed around the coronavírus
DOI:
https://doi.org/10.5007/2175-8077.2023.e87061Keywords:
covid-19, social marketing campaigns, social marketingAbstract
The objective of this research was to analyze the social marketing campaigns developed by the Ministry of Health, Government of Paraíba and Municipal City Hall of João Pessoa – PB, to promote health care against Coronavirus in 2020. To collect data, a documentary survey based on media materials made available by federated entities. In data analysis, the communication model in social marketing campaigns was used. Initially, a multiple case study was carried out; and then, the campaign structures were analyzed based on the model. In this sense, the results showed that federated entities developed campaigns in phased processes, different communication channels and reliable sources of information, with the propagation of appeals for preventive care, using verbal and non-verbal language.
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