Communication tools in humanitarian organisations

• Autor(a) principal: Mana, Bernardo Nunes Brito da
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/27278
• topic: Communication tools; Brand call to action; Emotional branding; Humanitarian organisations; Social marketing; Apelo à ação; Branding emocional; Ferramentas de comunicação; Marketing social; Organizações humanitárias

Humanitarian organisations have been imposing themselves on everyone's daily lives, increasingly influencing people's minds. The achievement of this process takes place through the most diverse communication tools. This is how Non-Governmental Organisations (NGOs) try to reach their audiences, always seeking that these tools have a highly favourable effect. Consequently, it is important to understand the reason and intention behind the desire to have an impact, if it is effective and if it does not go unnoticed in the minds of those who are impacted. It is often through emotional branding that NGOs try to influence and ultimately drive their audience to change behaviour. In this way, it is possible to achieve a stronger connection, which provides a greater chance of triggering a call to action. This may occur in various forms, namely through word of mouth, actively sharing the points of view and rights defended, through actively advocating for the organisation and participation or volunteering in it. It was through a quantitative methodology, more specifically a survey that explored examples of Amnesty International's communication, that the various variables possibly associated with emotional branding and brand call to action were studied. It is thus possible to conclude that this NGO is effective when communicating but does not have a connection between its emotional communications and emotional branding. It is also established that there is, however, a link between the latter and the call to action associated with the organization.