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O marketing social em organizações sem fins lucrativos: uma campanha de sensibilização na APSI
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Resumo(s)
Com uma significativa presença no nosso país, as organizações sem fins lucrativos são entidades da sociedade civil que complementam o governo na resolução de problemas sociais e que se caracterizam por possuir uma estrutura interna e uma gestão próprias. O seu caráter não lucrativo e voluntário é um aspeto distintivo destas organizações que, para alcançarem sucesso junto da sociedade, necessitam de utilizar uma boa estratégia de marketing social e comunicação. São estas ferramentas, e particularmente a relação com os media, que tornam possível o contacto destas entidades com o público e também a projeção da sua missão e causa que defendem.
A par dos crescentes progressos tecnológicos e científicos e da modernização das vias de comunicação, as sociedades contemporâneas encontram-se cada vez mais perante ameaças e riscos que geram um sentimento de crescente insegurança e que se podem traduzir em situações de perigo social, principalmente para aqueles que são os seres mais frágeis e inexperientes e que ainda se encontram em desenvolvimento – as crianças. Este fator, aliado ao receio dos pais perante a segurança das crianças, tem originado uma reduzida autonomia da mobilidade infantil, o que é prejudicial para o seu desenvolvimento saudável. Perante esta realidade e para que este fator se inverta é necessário investir cada vez mais na prevenção do risco e na promoção da segurança infantil, sendo que os diferentes meios de comunicação assumem aqui um papel crucial na divulgação de informações para milhares de pessoas e no poder de as influenciar na alteração de comportamentos.
O presente relatório faz uma análise ao estudo de caso referente à campanha de sensibilização sobre o risco de atropelamento de crianças lançada pela APSI, pretendendo entender qual o papel do marketing ao nível social e como é que a comunicação e o seu planeamento podem contribuir para a mobilização das pessoas para adotarem comportamentos de prevenção. O método qualitativo, através da observação direta não estruturada realizada nas instalações da APSI e de uma entrevista semidiretiva com a presidente da direção; assim como o método quantitativo, através de um inquérito por questionário que permitiu analisar diversos dados, foram os instrumentos de investigação selecionados para o desenvolvimento deste trabalho, para além da revisão bibliográfica.
É possível entender que é difícil mobilizar as pessoas para a prevenção, mas quando se investe em estratégias planeadas de marketing social e de comunicação com o objetivo de consciencializar e sensibilizar as pessoas, por exemplo, através de uma campanha como a do estudo de caso que divulga um problema e as suas soluções em diversos suportes de comunicação e para um público-alvo pré-definido, a probabilidade de as pessoas se autoquestionarem sobre os seus comportamentos e os virem a alterar é expectável. A forma como se comunica e a mensagem que se transmite, de forma estratégica, pode muitas vezes ajudar a prevenir o risco e a alcançar a segurança.
With a significant presence in our country, nonprofit organizations are civil society organizations that complement the government in solving social problems and which are characterized by having an internal structure and its own management. The non-profit and voluntary nature is a distinctive aspect of these organizations and to achieve success within the society, they need to use a good strategy for social marketing and communication. These tools, and particularly the relationship with the media, which make it possible for these entities to contact with the public and also to present their mission and their cause. Along with the increasing of scientific and technological progress and modernization of communication channels, contemporary societies are increasingly facing threats and risks that generate a sense of growing insecurity and that can translate into situations of social risk, especially for those which are the most fragile and inexperienced beings and that are still in development - children. This factor, coupled with the fears of parents towards children's safety, has resulted in a reduced autonomy of child mobility, which is harmful to their healthy development. Confronted by this reality, to change this factor is necessary to increase investment in risk prevention and in promoting child safety, where the different communication channels play a crucial role in the dissemination of information to thousands of people and influence the behavior change. This report analyzes the case study of the awareness campaign on the risk of running over children launched by APSI, focusing in understanding the role of marketing at social level and how the communication and its planning can contribute to mobilize people to adopt prevention behaviors. The qualitative method, through unstructured direct observation carried out at the premises of APSI and a semi structured interview with the chairman of the board; as well as the quantitative method, through a survey that allowed us to analyze various data, were the research instruments selected for the development of this work, in addition to literature review. It´s possible to understand that it is difficult to mobilize people for prevention, but investment in planned social marketing strategies and communication in order to raise awareness and sensitize people, for example, through a campaign as the case study discloses a problem and its solutions in several communications channels and a pre-defined target audience, the probability of people self-questioning about their behavior and come to change is expected. The way of communication and the message conveyed, strategically, can often help prevent the risk and reach safety.
With a significant presence in our country, nonprofit organizations are civil society organizations that complement the government in solving social problems and which are characterized by having an internal structure and its own management. The non-profit and voluntary nature is a distinctive aspect of these organizations and to achieve success within the society, they need to use a good strategy for social marketing and communication. These tools, and particularly the relationship with the media, which make it possible for these entities to contact with the public and also to present their mission and their cause. Along with the increasing of scientific and technological progress and modernization of communication channels, contemporary societies are increasingly facing threats and risks that generate a sense of growing insecurity and that can translate into situations of social risk, especially for those which are the most fragile and inexperienced beings and that are still in development - children. This factor, coupled with the fears of parents towards children's safety, has resulted in a reduced autonomy of child mobility, which is harmful to their healthy development. Confronted by this reality, to change this factor is necessary to increase investment in risk prevention and in promoting child safety, where the different communication channels play a crucial role in the dissemination of information to thousands of people and influence the behavior change. This report analyzes the case study of the awareness campaign on the risk of running over children launched by APSI, focusing in understanding the role of marketing at social level and how the communication and its planning can contribute to mobilize people to adopt prevention behaviors. The qualitative method, through unstructured direct observation carried out at the premises of APSI and a semi structured interview with the chairman of the board; as well as the quantitative method, through a survey that allowed us to analyze various data, were the research instruments selected for the development of this work, in addition to literature review. It´s possible to understand that it is difficult to mobilize people for prevention, but investment in planned social marketing strategies and communication in order to raise awareness and sensitize people, for example, through a campaign as the case study discloses a problem and its solutions in several communications channels and a pre-defined target audience, the probability of people self-questioning about their behavior and come to change is expected. The way of communication and the message conveyed, strategically, can often help prevent the risk and reach safety.
Descrição
Palavras-chave
organizações sem fins lucrativos campanha de sensibilização marketing social comunicação prevenção do risco nonprofit organizations social marketing communication risk prevention awareness campaign