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Comunicação em saúde : percepção de pessoas negras e pardas face à representação da terceira fase da campanha publicitária de combate à Sífilis no Brasil
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Abstract(s)
Desde o século XV que o mundo convive com a sífilis, uma infecção sexualmente transmissível causada pela bactéria Treponema Pallidum. Desde o seu surgimento até hoje, a doença segue em alerta por todo o mundo e preocupa autoridades de saúde, mesmo existindo tratamento e cura. Um grande desafio societal é ter um comportamento sexual responsável e o compartilhamento de informação adequada por meio de uma comunicação assertiva. No Brasil esse cenário não é diferente. Por isso, o governo brasileiro, por intermédio do Ministério da Saúde, decretou em 2016 que o país enfrentava uma epidemia de sífilis. O Tribunal de Contas da União, por meio do Acórdão 2019/2017, determinou a execução de variadas e inovadoras ações de comunicação com o objetivo de impactar mais efetivamente a problemática da doença e robustecer a questão dos cuidados preventivos da população brasileira. A partir disso, entrou em atividade o “Projeto de Resposta Rápida ao Enfrentamento da Sífilis nas Redes de Atenção”, popularmente conhecido como “Sífilis Não”. Entre as ações do projeto, na área de comunicação, estavam a criação de seis campanhas publicitárias que informassem a população sobre a doença, estimulassem a testagem, o tratamento e a cura. Este trabalho de pesquisa debruça-se sobre a terceira campanha criada, intitulada de “Eu sei, você sabe? ”, lançada durante a pandemia da Covid-19, nas redes sociais do projeto “Sífilis Não”. Num país onde 56,1% da sua população é composta por negros e pardos, segundo o IBGE (2021), e que tem uma raiz histórica com a essa etnia, é fundamental analisar se a campanha publicitária criada que contempla essa parcela de brasileiros e brasileiras, principalmente, em função dos números da doença no país apontarem para uma infecção mais acentuada nesse público e entre os 20 e 40 anos. A partir das peças publicitárias criadas, o estudo organizou cinco grupos focais (Trad, 2009) com pessoas negras e pardas que, a partir de olhares subjetivos, propiciaram a análise de conteúdo da pesquisa (Bardin, 2011). Ademais, tornou possível discutir questões éticas, de interculturalidade, contexto na publicidade e situação de discriminação com o objetivo de promover resultados a serem apresentados ao Ministério da Saúde, a fim de se tornar uma importante ferramenta para o desenvolvimento de uma comunicação assertiva com parte significativa da população do Brasil. A pesquisa revelou, a partir do resultado das análises, que o conteúdo empregado nas peças publicitárias se mostrou próspero uma vez que apontamentos importantes na interpretação e identificação do material foram feitos (Bardin, 2011). Essa constatação dialoga diretamente com a pretensão da campanha em estabelecer uma relação emissor-receptor salutar no que diz respeito à busca pela conscientização, prevenção, tratamento e cura da sífilis. O alinhamento de todo o conteúdo informacional (Bauer e Gaskell, 2017), com a presença maioritária de pessoas negras e pardas, além da pluralidade de idades presentes, géneros e etnias gerou reconhecimento, por identificar características gerais do povo brasileiro. As tecnologias acessíveis, utilizadas na campanha publicitária, mostraram-se assertivas, visto o envolvimento, cada vez mais efetivo, das sociedades com as plataformas digitais de informação e entretenimento, bem como de relacionamento interpessoal.
Since the 15th century, the world has lived with syphilis, a sexually transmitted infection caused by the bacterium Treponema Pallidum. Since its emergence, the disease has been on the alert all over the world and worries health authorities, even though there is treatment and a cure. A major societal challenge is responsible sexual behavior and the sharing of appropriate information through assertive communication. In Brazil, this scenario is no different. That's why the Brazilian government, through the Ministry of Health, declared in 2016 that the country was facing a syphilis epidemic. The Federal Court of Auditors, through Ruling 2019/2017, ordered the implementation of a variety of innovative communication actions with the aim of having a more effective impact on the problem of the disease and strengthening the issue of preventive care for the Brazilian population. As a result, the “Rapid Response Project to Combat Syphilis in Care Networks”, popularly known as “Syphilis No”, went live. Among the project's actions, in the area of communication, were the creation of six advertising campaigns to inform the population about the disease, encourage testing, treatment and a cure. This research paper focuses on the third campaign created, entitled “I know, do you know?”, launched during the Covid-19 pandemic on the social networks of the “No Syphilis” project. In a country where 56.1% of its population is made up of black and brown people, according to the IBGE (2021), and which has a historical root with this ethnicity, it is essential to analyze whether the advertising campaign created contemplates this portion of Brazilians, especially since the numbers of the disease in the country point to a more accentuated infection in this public and between the ages of 20 and 40. Based on the advertising pieces created, the study organized five focus groups (Trad, 2009) with black and brown people who, from subjective perspectives, provided the research's content analysis (Bardin, 2011). It also made it possible to discuss ethical issues, interculturality, context in advertising and discrimination with the aim of promoting results to be presented to the Ministry of Health, in order to become an important tool for developing assertive communication with a significant part of Brazil's population. The research revealed, based on the results of the analysis, that the content used in the advertising pieces proved to be prosperous since important points were made in the interpretation and identification of the material (Bardin, 2011). This finding dialogues directly with the campaign's aim of establishing a healthy sender-receiver relationship with regard to the search for awareness, prevention, treatment and cure of syphilis. The alignment of all the information content (Bauer e Gaskell, 2017), with the majority presence of black and brown people, as well as the plurality of ages present, genders and ethnicities, generated recognition for identifying general characteristics of the Brazilian people. The accessible technologies used in the advertising campaign proved to be assertive, given the increasingly effective involvement of societies with digital platforms for information and entertainment, as well as interpersonal relationships.
Since the 15th century, the world has lived with syphilis, a sexually transmitted infection caused by the bacterium Treponema Pallidum. Since its emergence, the disease has been on the alert all over the world and worries health authorities, even though there is treatment and a cure. A major societal challenge is responsible sexual behavior and the sharing of appropriate information through assertive communication. In Brazil, this scenario is no different. That's why the Brazilian government, through the Ministry of Health, declared in 2016 that the country was facing a syphilis epidemic. The Federal Court of Auditors, through Ruling 2019/2017, ordered the implementation of a variety of innovative communication actions with the aim of having a more effective impact on the problem of the disease and strengthening the issue of preventive care for the Brazilian population. As a result, the “Rapid Response Project to Combat Syphilis in Care Networks”, popularly known as “Syphilis No”, went live. Among the project's actions, in the area of communication, were the creation of six advertising campaigns to inform the population about the disease, encourage testing, treatment and a cure. This research paper focuses on the third campaign created, entitled “I know, do you know?”, launched during the Covid-19 pandemic on the social networks of the “No Syphilis” project. In a country where 56.1% of its population is made up of black and brown people, according to the IBGE (2021), and which has a historical root with this ethnicity, it is essential to analyze whether the advertising campaign created contemplates this portion of Brazilians, especially since the numbers of the disease in the country point to a more accentuated infection in this public and between the ages of 20 and 40. Based on the advertising pieces created, the study organized five focus groups (Trad, 2009) with black and brown people who, from subjective perspectives, provided the research's content analysis (Bardin, 2011). It also made it possible to discuss ethical issues, interculturality, context in advertising and discrimination with the aim of promoting results to be presented to the Ministry of Health, in order to become an important tool for developing assertive communication with a significant part of Brazil's population. The research revealed, based on the results of the analysis, that the content used in the advertising pieces proved to be prosperous since important points were made in the interpretation and identification of the material (Bardin, 2011). This finding dialogues directly with the campaign's aim of establishing a healthy sender-receiver relationship with regard to the search for awareness, prevention, treatment and cure of syphilis. The alignment of all the information content (Bauer e Gaskell, 2017), with the majority presence of black and brown people, as well as the plurality of ages present, genders and ethnicities, generated recognition for identifying general characteristics of the Brazilian people. The accessible technologies used in the advertising campaign proved to be assertive, given the increasingly effective involvement of societies with digital platforms for information and entertainment, as well as interpersonal relationships.
Description
Keywords
Sífilis Doenças sexualmente transmissíveis Comunicação em saúde Publicidade Negros Pardos Interculturalidade Brasil Syphilis Health communication Advertising Black Brown Intercuturality