Social Marketing Strategies adopted in the Next Minute Law Campaign

• Autor(a) principal: Santos, Valéria Ermes
• Data de Publicação: 2023
• Outros Autores: Gondim-Matos, Beatriz, Lessa, Patrick Wendell Barbosa
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Administração Pública e Gestão Social
• Texto Completo: https://periodicos.ufv.br/apgs/article/view/14304

Research objective: to understand the decisions regarding the definition of the target audience and the strategies adopted for the execution of the campaign. Theoretical framework: seeks, through the lens of Social Marketing and its strategies, to describe and analyze the Lei do Minuto Seguinte campaign, a law that guarantees emergency, complete and free care in hospitals of the Unified Health System (SUS) to victims of sexual violence. Methodology: of a qualitative nature, this article is a case study of the Lei do Minuto Seguinte campaign, launched in 2018, from an initiative of the Regional Attorney for Citizens' Rights of São Paulo, an agency of the Federal Public Ministry in collaboration with the Associação Brazilian Association of Advertising Agencies (ABAP). Results: it was noticed that the primary audience were women and that the campaign had institutional and voluntary support, occurring in an unstructured way. Added to this, the lack of knowledge of the laws that guarantee assistance to women is significant. Originality: carrying out a case study using the theoretical lens of Social Marketing in order to evaluate the process of launching a campaign whose subject is tenuous and worrying for the quality of life in Brazil. Theoretical and practical contributions: the need to evaluate and validate the effects of the campaign's actions from its launch to date was noted. In addition, it was possible to identify those new campaigns need to educate different audiences involved indirectly, such as men and children, and, consequently, new research needs to be carried out in order to understand the impacts of each campaign launched whose objective is to change the behavior of the individual. and society as a whole.   Keywords:“Lei do Minuto Seguinte”, Violence against women, Social Marketing.