Banca de QUALIFICAÇÃO: ANA CLÁUDIA COSTA DE ARAÚJO

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : ANA CLÁUDIA COSTA DE ARAÚJO
DATE: 15/12/2022
TIME: 11:00
LOCAL: Remoto (plataforma google meet)
TITLE:

THE PROPOSITION OF COMMUNICATION INDICATORS: AN EVALUATION STUDY OF THE PUBLIC COMMUNICATION CAMPAIGN "SÍFILIS NÃO"

KEY WORDS:

Indicators; Communication; Health campaign; Campaign evaluation; Syphilis

PAGES: 144
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

The Brazilian Ministry of Health, in 2016, declared that the country was experiencing an epidemic of congenital and acquired syphilis, making substantial the development of actions directed to combat this Sexually Transmitted Infection. Among these actions, the development of health campaigns to inform and raise awareness of the society stood out. Given this panorama, the objective of this study is to propose communication indicators through the evaluation of the national campaign entitled "Lembre de se cuidar. Sífilis, Teste, trate e cure", also known as "Sífilis Não". To this purpose, the conduct of the research was systematized in five phases: (I) Integrative review on indicators for evaluation of health promotion campaigns; (II) Exploratory review on communication and health (SOARES; CARDOSO, 2007; ALBARADO, PRADO E MENDONÇA, 2019), health campaigns (ATKIN AND RICE, 2012) and campaign evaluation (SNYDER, HAMILTON AND HUEDO-MEDINA, 2009; FRENCH et al, 2014; FRIEDMAN et al., 2016; ANKER et al., 2016); (III) Collection and analysis of eight indicators (Reach/exposure; GRP; Spontaneous Perception; Message Understanding; Campaign Effects; Impact; Effectiveness and Acceptability) applied in campaign evaluation; (IV) Evaluation of the "Sífilis Não" campaign and (V) Proposition of the communication indicators. The preliminary results corroborate the elaboration of the conceptual evaluation model that will be the basis for the evaluation of the campaign regarding the three dimensions: content, dissemination and impact generated.

COMMITTEE MEMBERS:
Presidente - 1319361 - JUCIANO DE SOUSA LACERDA
Interna - ***.559.041-** - ALMUDENA MUÑOZ GALLEGO - UCMADRID
Externa à Instituição - MARÍA DEL MAR MARCOS MOLANO
Externa à Instituição - THAISA GOIS FARIAS DE MOURA SANTOS LIMA - MS