Strategic communication for youth awareness during a Covid-19 outbreak: when the target becomes the creator

• Tipo: Artigo em Revista Científica Internacional
• Data: 2025

Autores

Oliveira, Hernâni Zão (Autor) Outra; Lima, Helena (Autor) FLUP

Revista

Título: Technium Social Sciences Journal

Vol. 67

Páginas: 181-192

ISSN: 2668-7798

Editora: Technium Science

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DOI: 10.47577/tssj.v67i1.12365

Abstract (EN): During Covid-19 pandemic, a communication campaign promoted by a municipality in Portugal was unable to modify the risk behaviour of teenagers in schools. With the increase in safety rules, the exhaustion of teenagers gave way to revolt and disrespect - students started to remain at the school gates without masks and sharing cigarettes among themselves. The “Every Day Counts” campaign was developed to fix the extremely top-down orientation of the first campaign and to increase the impact of target-oriented communication via local government. Based on a Manifesto to other schools, the students with deviant behaviours were invited to co-create this new initiative. Three complementary products were developed: an animated film; a set of physical billboards distributed throughout the city; and a collection of bracelets that the participants used to promote the campaign. The materials were shared by 80 schools and 7 of them asked for help to replicate the same participatory methodology with their students. Furthermore, reports of deviant behaviour at the municipal school became residual.

Idioma: Inglês

Tipo (Avaliação Docente): Científica