Modelo de avaliação para campanhas de saúde: uma proposta de análise da campanha "Lembre de se cuidar. Sífilis. Teste, trate e cure"

Abstract

Health campaigns play a substantial role in fostering dialogue between society and public health organizations. It was through these campaigns that the Ministry of Health carried out specific communication actions aimed at combating congenital and acquired syphilis in Brazil. Against this backdrop, the general aim of this doctoral thesis is to propose an evaluation protocol for health campaigns, based on the case of the national health campaign entitled “Lembre de se cuidar. Sífilis. Teste, trate e cure”, which is also the subject of this research. To support the evaluation protocol, we articulated the empirical data with the theoretical framework on communication and health (Araújo; Cardoso, 2007; Albarado; Prado; Mendonça, 2019), health campaigns (Atkin; Rice, 2012) and campaign evaluation (Snyder; Hamilton; Huedo-Medina, 2009; French et al., 2014; Friedman et al., 2016; Anker et al., 2016). Based on an analytical movement involving theory and empirics, the methodological process was systematized into five phases: (I) Integrative review of indicators for evaluating health promotion campaigns: collection and selection of indicators (understanding of the message, effect of the campaign, effectiveness and acceptability); (II) Definition of the corpus: “Lembre de se cuidar. Sífilis. Teste, trate e cure” campaign; (III) Collection of empirical data through Focus Groups - Young People, Diversity, Health Professionals and Pregnant Women; (IV) Analysis of the data based on Grounded Theory and validation of the indicators and (V) Proposal of the Health Campaign Evaluation Protocol. Among the results of this research, we highlight the proposition of a theoretical-descriptive protocol for evaluating communication campaigns called I-P.A-AS (Information Targeted at the Audience to Stimulate Action for Health), structured in three main dimensions: 1) Information and Health Strategy; 2) Involvement of the Audience and 3) Action for Health. The protocol also validates the results of the grounded theory of the data, proving that Health Information is the main dimension for directing the communication strategies of a health campaign. It is hoped that the implications presented throughout this thesis will provide new perspectives for the field of communication and health, allowing the protocol to be applied in the implementation and evaluation of campaigns.