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Authors
Abstract(s)
A presente investigação centrou-se no caso específico português e pretendeu compreender
como é que a comunicação pode ser eficaz na angariação de jovens dadores de sangue, entre
os 18 e os 24 anos, em Portugal Continental. Para tal, foi realizado um estudo de caso ao
nível das estratégias e ações de comunicação aplicadas no âmbito da promoção da dádiva de
sangue pelo Instituto Português do Sangue e da Transplantação, I.P. (IPST, I.P.) e
conduziram-se dois focus group com jovens dadores e não dadores de sangue.
Como principal conclusão, compreendeu-se que é fundamental optar-se por uma
comunicação simples e direta, que eduque sobre a dádiva de sangue e evidencie a capacidade
e a facilidade na adoção do comportamento, recorrendo-se tanto a estratégias informativas
como persuasivas. Já no que concerne aos canais de comunicação, evidenciou-se a
importância de apostar nas redes sociais, nomeadamente no Instagram, e em canais
interpessoais, destacando-se a relevância da comunicação interpessoal nas faculdades.
The present investigation focused on the specific Portuguese case and aimed to understand how communication can be effective in attracting young blood donors, between 18 and 24 years old, in Portugal. To this end, a case study was carried out in terms of communication strategies and actions applied in the context of the promotion of blood donation by the Portuguese Institute of Blood and Transplantation (IPST, I.P.) and two focus groups were held with young blood donors and non-donors. As a main conclusion, it was understood that it is essential to adopt a simple and direct communication, which educates about blood donation and demonstrates the ability and ease in adopting the behavior, using both informative and persuasive strategies. With regard to communication channels, the importance of investing in social media networks, especially Instagram, and in interpersonal channels was pointed out, highlighting the importance of interpersonal communication at universities.
The present investigation focused on the specific Portuguese case and aimed to understand how communication can be effective in attracting young blood donors, between 18 and 24 years old, in Portugal. To this end, a case study was carried out in terms of communication strategies and actions applied in the context of the promotion of blood donation by the Portuguese Institute of Blood and Transplantation (IPST, I.P.) and two focus groups were held with young blood donors and non-donors. As a main conclusion, it was understood that it is essential to adopt a simple and direct communication, which educates about blood donation and demonstrates the ability and ease in adopting the behavior, using both informative and persuasive strategies. With regard to communication channels, the importance of investing in social media networks, especially Instagram, and in interpersonal channels was pointed out, highlighting the importance of interpersonal communication at universities.
Description
Keywords
Comunicação estratégica Comunicação no interesse público Campanhas de comunicação públicas Comunicação em saúde Estratégias de comunicação Doação de sangue Dador de sangue Strategic communication Public interest communication Public communication campaigns Health communication Communication strategies Blood donation Blood donor