Comunicação e saúde: uma análise da campanha de doação de órgãos da ABTO 2017 no facebook

Abstract

This paper presents the theme of communication, citizenship and health, with emphasis on awareness campaigns on organ donation, demonstrating communication processes as an information tool and social mobilization. The campaign covered in this study refers to the campaign linked by the Brazilian Association of Organ Transplants (ABTO) to facebook in 2017, titled "the emoji that can save lives", in which the strategies used during the month of the campaign are highlighted, such as posts, videos and invitations to users in the fanpage. In this sense, the research seeks to show how the awareness campaigns are achieving the expected goal, in the case of organ donations, to be able to reduce the refusals of the families. It seeks to understand how such a campaign mobilized society through social media. This study aims to understand how the campaign carried out by the Brazilian Association of Organs proposed the discussion on organ donation. The research is a content analysis of the campaign of the Brazilian Association of Organ Transplants (ABTO) 2017, on Facebook, with a bibliographic research shelter that deals with the theme. However, after the data collection, the publications carried out in the fanpage were analyzed through quantitative analysis. Finally, the results of the analysis of the content of the campaign "The Emoji that can save lives" are shown under the point of view of how the communication managed to reach the expected public, however it was perceived that this had a positive impact on the social network, however many actions still need to be taken to increase the number of organ donors in the country.