O papel estratégico das relações públicas comunitárias na construção de campanhas comunicacionais: uma análise da campanha Dornein

Abstract

Addresses itself, in the present study, the interface between communication and health, With emphasis on Community Public Relations and communication actions. It is known, the important role of communication as a source of information in society. During the exploratory research, was observed the absence of campaigns by the Ministry of Health, in combating irrational drug use, selecting, thus, a campaign of the Federal Council of Pharmacy. It is Of a case study of the Dornein campaign, with amparo of interview by means of a questionnaire with semi-open questions and content analysis application. Seeking to understand the meaning Strategy of public relations in the construction of communication campaigns. It details the strategies used in the development of the Dornein campaign On the practice of selfmedication. The Dornein campaign has as strategy the event that focuses on the intervention of the public that self-practices. On the day of the event that started the campaign, a fictitious drug was distributed randomly to passers-by, with the name Dornein, and inside the packaging a message, with the aim of providing a reflection on the use of medicines without guidance from the health professional. This strategy used, as communicational products, posters, videos, banner, tools that act in a relevant way in the transparency and in the direction of the actions of communication, with the aim of provoking a change of attitude and making the population aware of the abusive use of drugs. It is intended to verify the contributions of these communicational actions on the practice of self-medication, analyze the content of the campaign, describe the strategies used with the intent to mobilize society and influence behavior change. Finally, the results of the content analysis of the Dornein campaign are presented, from the perspective of how communication affects . It was found that the Dornein strategy caused a positive effect of the campaign, the communication managed to achieve great media interest, As by the public reached through facebook, youtobe, twitter. Thus, taking into account what was proposed, the results of this study indicate that the communication carried out by Dornein's action expresses the Community communication, and it is possible to verify many indicatives regarding the concern of self-medication, the community communication to help in an educational way the transformation of citizenship, quality of life and well-being of the population.