¡Lávese las manos! Análisis de las campañas de marketing social desarrolladas en torno al coronavirus
DOI:
https://doi.org/10.5007/2175-8077.2023.e87061Palabras clave:
covid-19, campañas de marketing social, marketing socialResumen
El objetivo de esta investigación fue analizar las campañas de marketing social desarrolladas por el Ministerio de Salud, Gobierno de Paraíba y la Municipalidad de João Pessoa – PB, para promover la atención a la salud contra el Coronavirus en 2020. Para recolectar datos, se utilizó una encuesta documental basada en materiales de comunicación puestos a disposición por las entidades federadas. En el análisis de datos se utilizó el modelo de comunicación en campañas de marketing social. Inicialmente se realizó un estudio de casos múltiples; y luego, se analizaron las estructuras de campaña con base en el modelo. En este sentido, los resultados mostraron que las entidades federadas desarrollaron campañas en procesos escalonados, diferentes canales de comunicación y fuentes confiables de información, con la difusión de llamados a la atención preventiva, utilizando lenguaje verbal y no verbal.
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