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Authors
Abstract(s)
O surto pandémico da covid-19 que o mundo tem vivido nos últimos dois anos, tem levado
várias organizações de saúde a implementar por meio de campanhas de sensibilização formas
de educar a população a proteger-se, evitar o contágio e proliferação do vírus. Em Portugal
organizações como a Direção-Geral de Saúde (DGS) e o Serviço Nacional de Saúde (SNS),
também têm trabalhado nesse sentido para educar e incentivar o público a aderir as medidas de
prevenção por meio de campanhas de sensibilização.
O objetivo da presente dissertação é o de avaliar a perceção e a adesão do público português
relativamente as campanhas de sensibilização contra a covid-19 lançadas nos meses de
novembro e dezembro de 2020 respetivamente, numa fase em que o país se encontrava num
período de desconfinamento. Pretende-se também compreender se a perceção que o público
teve sobre as campanhas os influenciou a aderir as medidas de prevenção.
Para esta investigação foi desenvolvido um estudo de caso comparativo, recorrendo a um
método misto, que consistiu em entrevistas exploratórias a dois profissionais da área de
comunicaçao da DGS e um inquérito por questionário com questões sobre as duas campanhas
de sensibilização lançadas respetivamente pela DGS e SNS direcionadas ao público português
no geral.
Os resultados obtidos nesta investigação, indicam que a perceção do público relativamente as
duas campanhas de sensibilização os influenciou a mudar de comportamento e a aderir as
medidas de prevenção. Deste modo reconhecem-se que as campanhas ajudaram o público a
manter os hábitos relativos ao uso das medidas de prevenção aprendidos antes e durante as
campanhas, embora existam casos em que indivíduos afirmam não terem sido influenciados
por elas por sempre terem respeitado e seguido as medidas de prevenção antes mesmo do
surgimento das campanhas.
The covid-19 pandemic outbreak that the world has been experiencing in the last two years has led several health organizations to implement, through awareness campaigns, ways to educate the population to protect themselves, avoiding the contagion and spread of the virus. In Portugal, organizations such as Direção-Geral da Saúde (DGS) and Serviço Nacional de Saúde (SNS), have also been working in this direction to educate and encourage the public to adhere to prevention measures through awareness campaigns. The purpose of this dissertation is to assess the perception and adhesion of the Portuguese public regarding the awareness campaigns against covid-19 launched in November and December 2020, respectively, in a phase in which the country was in a period of deconfinement. It is also intended to understand whether the perception that the public had about the campaigns influenced them to adhere to prevention measures. For this investigation, a comparative case study was developed, using a mixed method, which consists of exploratory interviews with two professionals in the communication area of the DGS and a questionnaire survey with questions about the two awareness campaigns launched respectively by the DGS and SNS aimed at the Portuguese public in general. The results obtained in this investigation indicated that the perception of both awareness campaigns influenced the public to change their behavior and adhere to preventive measures. Thus, it is recognized that the campaigns helped the public to maintain habits related to the use of preventive measures learned before and during the campaigns, although there are cases in which individuals claim not to have been influenced by them because they had always respected and followed the preventive measures even before the appearance of the campaigns.
The covid-19 pandemic outbreak that the world has been experiencing in the last two years has led several health organizations to implement, through awareness campaigns, ways to educate the population to protect themselves, avoiding the contagion and spread of the virus. In Portugal, organizations such as Direção-Geral da Saúde (DGS) and Serviço Nacional de Saúde (SNS), have also been working in this direction to educate and encourage the public to adhere to prevention measures through awareness campaigns. The purpose of this dissertation is to assess the perception and adhesion of the Portuguese public regarding the awareness campaigns against covid-19 launched in November and December 2020, respectively, in a phase in which the country was in a period of deconfinement. It is also intended to understand whether the perception that the public had about the campaigns influenced them to adhere to prevention measures. For this investigation, a comparative case study was developed, using a mixed method, which consists of exploratory interviews with two professionals in the communication area of the DGS and a questionnaire survey with questions about the two awareness campaigns launched respectively by the DGS and SNS aimed at the Portuguese public in general. The results obtained in this investigation indicated that the perception of both awareness campaigns influenced the public to change their behavior and adhere to preventive measures. Thus, it is recognized that the campaigns helped the public to maintain habits related to the use of preventive measures learned before and during the campaigns, although there are cases in which individuals claim not to have been influenced by them because they had always respected and followed the preventive measures even before the appearance of the campaigns.
Description
Keywords
Pandemia Covid-19 Campanhas de sensibilização Comunicação em saúde Comunicação estratégica Comunicação de risco Covid-19 pandemic Awareness campaigns Health communication Strategic communication Risk communication