Banca de DEFESA: ANA CLAUDIA COSTA DE ARAÚJO

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : ANA CLAUDIA COSTA DE ARAÚJO
DATE: 15/12/2023
TIME: 14:00
LOCAL: Remota (via plataforma Zoom)
TITLE:

EVALUATION MODEL FOR HEALTH CAMPAIGNS: a proposal for campaign analysis “Lembre de se cuidar. sífilis. Teste, trate e cure”

KEY WORDS:

campaign evaluation; health campaign; communication and health; syphilis; health information; indicators.

PAGES: 222
BIG AREA: Ciências Sociais Aplicadas
AREA: Comunicação
SUBÁREA: Relações Públicas e Propaganda
SUMMARY:

Health campaigns play a substantial role in fostering dialogue between society and public health organizations. It was through these campaigns that the Ministry of Health carried out specific communication actions aimed at combating congenital and acquired syphilis in Brazil. Against this backdrop, the general aim of this doctoral thesis is to propose an evaluation model for health campaigns, based on the case of the national health campaign entitled “Lembre de se cuidar. Sífilis. Teste, trate e cure”, which is also the subject of this research. To support the evaluation model, we articulated the empirical data with the theoretical framework on communication and health (SOARES; CARDOSO, 2007; ALBARADO, PRADO AND 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). Based on an analytical movement involving theory and empirics, the methodological process was systematized into five phases: (I) Integrative review on indicators for evaluating health promotion campaigns: collection and selection of indicators (understanding of the message, effect of the campaign, effectiveness and acceptability); (II) Definition of the corpus: “Lembre de se cuidar. Sífilis. Teste, trate e cure” campaign; (III) Collection of empirical data through Focus Groups - Young People, Diversity, Health Professionals and Pregnant Women; (IV) Analysis of the data based on Grounded Theory and validation of the indicators and (V) Proposal of the Health Campaign Evaluation Model. Among the results of this research, we highlight the proposition of a theoretical-descriptive model for evaluating communication campaigns called I-P.A-AS (Information Targeted at the Audience to Stimulate Action for Health), structured in three main dimensions: 1) Information and Health Strategy; 2) Involvement of the Audience and 3) Action for Health. The model also validates the results of the grounded theory of the data, proving Health Information as the main dimension for directing the communication strategies of a health campaign. It is hoped that the implications presented throughout this thesis, especially the analysis model, will provide new perspectives for the field of communication and health, allowing the model to be applied in the implementation and evaluation of campaigns.

COMMITTEE MEMBERS:
Externa à Instituição - LAIA FALCÓN DÍAZ-AGUADO - UCMADRID
Interna - ***.559.041-** - ALMUDENA MUÑOZ GALLEGO - UCMADRID
Externo à Instituição - ELSON FAXINA - UFPR
Externa à Instituição - INESITA SOARES DE ARAUJO - Fiocruz - RJ
Presidente - 1319361 - JUCIANO DE SOUSA LACERDA
Externa à Instituição - MARÍA DEL MAR MARCOS MOLANO - UCMADRID
Externa à Instituição - THAISA GOIS FARIAS DE MOURA SANTOS LIMA - MS