Abstract
Introduction: Aiming at strengthening the discourse about syphilis prevention and promoting organic actions with strategies directed to digital communication platforms, the campaign “Eu sei. Você sabe?” (“I know. Do you?”) was developed and placed between mid 2020 and early 2021, within the scope of the project “Sífilis, não” (‘Syphilis, No’). Objective: In this article, we aim to report the planning and execution of this public communication campaign to combat syphilis by reflecting on the aspects of conception, strategic and creative planning, and placement of the campaign. Methods: The reflection was anchored in a descriptive study and in the report of this experience through a scientific narrative, considering the guidelines established in the planning and the period of execution (still under development). Results: The results of this campaign include the production and placement of various materials for digital circulation to disseminate content, such as cards (posts) for different social media websites in different formats; layouts for posters, banners and handouts (printed and digital); institutional website; card videos; sound spots; layouts for digital booklets and newsletters, among others. Conclusion: From the point of view of planning and production, the goal of the campaign was to contemplate the diversity of audiences with actions and materials, by adapting imagery, language and communication channels. It is not yet feasible to measure the reach or the audience size and response, although we can project it as positive in view of its context.
Highlights
Aiming at strengthening the discourse about syphilis prevention and promoting organic actions with strategies directed to digital communication platforms, the campaign “Eu sei
The Federal Court of Accounts (TCU) of Brazil indicated, through a technical note in 2017(1), that failures in communication about syphilis were one of the factors that led to the increase in number of cases across the country, to the point of decreeing an epidemic(2)
A thoughtful reflection on this note by the TCU requires the analysis of data from the website of the Brazilian Ministry of Health, which provides a collection of all advertising campaigns on infectious diseases since 1998
Summary
Aiming at strengthening the discourse about syphilis prevention and promoting organic actions with strategies directed to digital communication platforms, the campaign “Eu sei. Based on TCU’s request to the Brazilian federal government to develop actions against syphilis, a project was agreed upon and prepared in the Tripartite Inter-Management Committee—a federal forum for articulation and agreements that acts in the management of the Unified System of Health (SUS) nationwide, made up of SUS managers from the three spheres of the government: Union, states, Federal District and municipalities. This project is linked to a parliamentary amendment being executed through the Terms of Decentralized Execution, managed by Universidade Federal do Rio Grande do Norte. Entitled “Project for Rapid Response to DST - J bras Doenças Sex Transm 2021;33:e213315:1-6 - ISSN on-line: 2177-8264
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