Analysis of the Campaign Against Congenital Syphilis 'Vamos Cuidar Agora' in Brazil from the acceptability indicator perspective
DOI:
https://doi.org/10.35669/rcys.2023.13.e314Keywords:
congenital syphilis, health campaign, communication and health, instagram, social media, advertising and acceptabilityAbstract
Syphilis is a sexually transmitted infection that can also be transmitted vertically, i.e. from mother to child during pregnancy. According to data from the Brazilian Epidemiological Bulletin (2021), the detection rate of syphilis in pregnant women is 61,441 cases and 22,065 cases of congenital syphilis. In this sense, although the Ministry of Health promotes surveillance, prevention and infection control actions, recommending pregnant women to take the rapid syphilis test during prenatal care, the rate of infected pregnant women and babies is still considered quite high. Considering this scenario, we propose a study that aims to qualitatively analyse the Campaign to Fight Congenital Syphilis "Vamos Cuidar Agora" broadcast from October to December 2021 on Instagram. To this end, the analysis will be carried out in the dimension of the acceptability indicator in order to evaluate the campaign in terms of images, content, tone and relevance of the pieces published. From the analysis of the empirical corpus 21 messages published between videos, images and various content formats - it is possible to identify which formats are more relevant to work on important public health issues, as well as to expand the knowledge of the target audience about congenital syphilis and its forms of transmission, diagnosis and prevention.
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Copyright (c) 2022 Ana Claudia Costa Araujo, Maria del Mar Marcos Molano, Juciano Sousa Lacerda
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