Analysis of the image and corporate identity of the Colegio Mexicano de Reumatologia: Is it time to redefine it?

INTRODUCTION AND OBJECTIVES: The Colegio Mexicano de Reumatología (CMR) is a corporation whose brand has two elements-image and identity-that differentiate it from other corporations. We evaluated aspects of CMR's corporate image and identity. SUBJECTS AND METHODS: To assess corporate image, we designed a survey using proof-of-concept and discrete-choice-experiments approaches. It assessed which definition (orthopedist, rheumatologist, or rehabilitator) was most meaningful in four pain scenarios in healthy adults from the country's Western region. We used discourse analysis and five readability indices of the CMR website to assess corporate identity. RESULTS: In total, 700 respondents were included. For every rheumatologist chosen in the hand scenario, respondents chose 1.13 orthopedists and 0.70 rehabilitators. For every rheumatologist chosen in the knee scenario, respondents chose 2.36 orthopedists and 0.64 rehabilitators, whereas 0.85 orthopedists and 0.58 rehabilitators were chosen in the arthritis scenario. Only 38% of the respondents preferred the CMR's definition of a rheumatologist to describe a rheumatologist. The younger age group preferred orthopedists to rheumatologists (50% vs. 31%, p<0.001). In the arthritis scenario, the choice of rheumatologist increased from 27% in the elementary school group to 49% in the university group (p<0.001). Mother was the most influential in healthcare seeking. The discursive analysis revealed that the CMR is positioned as a "we" restricted to "colleagues;" the patient did not have agentive representation. The semiotic structure of the CMR's mission/vision was deemed imprecise and lacking in statements of value and purpose; the readability scores indicated that the text was challenging and dry. CONCLUSIONS: The CMR's corporate image does not differentiate it from other health providers. CMR's identity seems ambiguous with restricted directionality. It seems pertinent to redefine the CMR.

Estudio de segmentación: intención de vacunación contra COVID-19 en seguidores de la Sociedad Venezolana de Infectología / Segmentation Study: Vaccination Intention Against COVID-19 in Venezuelan Society of Infectious diseases Followers

El mercadeo social delimita estrategias específicas para influir en las personas con un fin positivo para los individuos y la sociedad, siendo la segmentación un paso fundamental en donde se define los segmentos de individuos más susceptibles al cambio conductual deseado. Dentro de los seguidores de las principales redes sociales de la Sociedad Venezolana de Infectología (SVI), se realizó este estudio exploratorio que delimitó por técnicas de segmentación los grupos con mayor reticencia a las vacunas, y que pueden ser susceptibles a ser influenciados para mejorar la percepción hacia las vacunas contra la enfermedad por Coronavirus 2019 (COVID-19). Se encuestaron a 2 179 seguidores, por vía digital y bajo un muestreo no probabilístico de conveniencia. Las principales variables estudiadas eran sobre conocimientos, actitudes y prácticas, variables demográficas, y aspectos relacionados con las vacunas contra COVID-19 y la vacunación en general. Se realizó análisis descriptivo de los datos, estudios de correlación, análisis factorial y de segmentación bietápico. Sobre los resultados de segmentación se delimitaron 4 grupos, 2 de los cuales son favorables a la v acunación, y otros 2 que son reticentes a la misma. De estos dos últimos segmentos, el grupo que se denominó "reticentes" prefieren las redes sociales para buscar información referente a salud, mientras que el grupo de "legos" busca su información en profesionales de salud. Este hallazgo resulta relevante al momento de avanzar en las estrategias de mercadeo social, y buscar promover de un modo más efectivo la vacunación en estos segmentos.

Social marketing delimits specific strategies to influence people with a positive purpose for individuals and society. Segmentation is a fundamental step where the groups of individuals most susceptible to the desired behavioral change are defined. This exploratory study was carried out within the followers of the main social networks of the "Sociedad Venezolana de Infectología" (SVI). The purpose was to identified by segmentation techniques the groups more reluctance to vaccines and to be susceptible to improve their perception towards vaccines against Coronavirus disease 2019 (COVID-19). 2 179 followers were surveyed, digitally and using non-probabilistic convenience sampling. The main variables studied were knowledge, attitudes and practices, demographic variables, and aspects related to COVID-19 vaccines and vaccination in general. Descriptive analysis of the data, correlation studies, factor analysis and two-stage segmentation were carried out. Based on the segmentation results, 4 groups were delimited, 2 of which are favorable to vaccination, and another 2 that are reluctant. Of these last two segments, the group called "reluctant" prefers social networks to search for information related to health, while the group of "unawareness" seeks their information from health professionals. This finding is relevant for advancing using social marketing strategies and seeking to more effectively ways to promote vaccination in these segments.

Coexistence of high content of critical nutrients and claims in food products targeted at Brazilian children / Coexistência de altos teores de nutrientes críticos e alegações em produtos alimentícios voltados para crianças brasileiras

ABSTRACT Objective: This study aimed to evaluate food labels targeted at children and identify the concomitant presence of claims and high levels of critical nutrients and/or the presence of sweeteners. As a secondary objective, it aimed to list different types of claims and check which marketing strategies are most used. Methods: We collected 409 products, from 8 popular food groups targeted at children, in Brazilian market (i.e., fruit drinks, dairy drinks, sandwich cookies, cakes, breakfast cereals, jellies, corn snacks, and yogurts). The contents of critical nutrients (e.g., sugar, total fat, saturated fat, and trans-fat, and sodium) and presence/absence of sweetener were calculated, considering Pan American Health Organization (PAHO) parameters. Then, we verified the presence and types of claims in these products. Results: Overall, 265 (64.7%) labels presented claims. In three of the eight categories (i.e., breakfast cereals, dairy drinks, and yogurt), all products with claims (50, 34, and 34 products, respectively) had one or more nutrients in harmful concentrations (critical nutrients above PAHO's nutritional profile and/or presence of sweeteners). In the other categories, only one product (of 63 sandwich cookies and 26 breakfast cereals with claims) and three products (of 22 cakes and 28 jellies with claims) had no nutrient in critical concentration. The presence of claims, like "rich/source" of micronutrient, was predominant in seven of the eight food groups. Conclusion: In the present study, there was a high presence of claims, of different types, in foods targeted at children, which, for the most part, also have excess of at least one critical nutrient, according to PAHO.

RESUMO Objetivo: Avaliar rótulos de alimentos direcionados ao público infantil e identificar a presença concomitante de alegações e de altos teores de nutrientes críticos e/ou presença de adoçantes. Como objetivo secundário, listar os diferentes tipos de alegações e verificar quais estratégias de marketing são mais utilizadas. Métodos: Foram coletados 409 produtos provenientes das oito categorias de alimentos mais populares entre crianças brasileiras (bebidas à base de frutas, bebidas lácteas, biscoitos recheados, bolos, cereais matinais, gelatinas, salgadinhos de milho e iogurtes). Foram calculados os teores de nutrientes críticos (açúcares, gorduras totais, saturadas e trans e sódio) e presença/ausência de adoçante, considerando-se os parâmetros da Organização Pan-Americana de Saúde (OPAS). Em seguida, verificamos a presença e os tipos de alegações nesses produtos. Resultados: No total, 265 (64,7%) rótulos apresentaram alegações. Em três das oito categorias (cereais matinais, bebidas lácteas e iogurtes), todos os produtos com alegações (50, 34 e 34 produtos, respectivamente) continham um ou mais nutrientes em concentrações prejudiciais (nutrientes críticos acima do preconizado pela OPAS e/ou presença de edulcorantes). Nas demais categorias, apenas um produto (de 63 biscoitos recheados e 26 cereais matinais com alegação) e três (de 22 bolos e 28 gelatinas com alegação) não apresentavam nutrientes em concentração crítica. A presença de alegações, como "rico" ou "fonte" de micronutriente, foi predominante em sete dos oito grupos de alimentos. Conclusões: Observou-se alta presença de alegações, de diferentes tipos, em alimentos destinados a crianças, que, em sua maioria, também possuem excesso de pelo menos um nutriente crítico, de acordo com a OPAS.

HPV immunization in Brazil and proposals to increase adherence to vaccination campaigns / Imunização do HPV no Brasil e propostas para aumento da adesão à campanha de vacinação

ABSTRACT OBJECTIVES To identify the possible causes of low adherence to vaccination campaigns in Brazil, find and analyze campaigns regarding human papillomavirus (HPV) in Brazil and abroad, and apply quality tools to prepare proposals to increase vaccination coverage (VC) and prevent HPV in the country. METHOD This is a qualitative and deductive-hypothetical research. A narrative review of the literature (especially on the narratives and formats applied in vaccination campaigns in Brazil) was the technique used to develop our method. RESULTS Brazil had a 49.6% VC in 2019, unlike countries such as Australia (80.2% in 2017), Mexico (97.5% in 2019), and Peru (91% in 2019). This study found evidence of the use of social marketing strategies to engage communities as good practices in the vaccination campaigns of these countries. CONCLUSION With the retrieved information, three quality tools (Ishikawa diagram, Pareto graph, and 5W2H) classified and quantified the causes of low VC in Brazil and enabled proposals that can direct its Ministry of Health to take more effective strategies to achieve the HPV VC goal recommended by the WHO.

RESUMO OBJETIVOS Identificar as possíveis causas da baixa adesão à campanha de vacinação no Brasil, identificar e analisar as campanhas relacionadas ao papilomavírus humano (HPV) no Brasil e em outras regiões do mundo, e aplicar ferramentas de qualidade para elaboração de propostas para aumento da cobertura vacinal (CV) para prevenção do HPV no país. MÉTODO Pesquisa de natureza qualitativa e dedutiva-hipotética. A técnica utilizada para o desenvolvimento do método é a revisão narrativa da literatura, em particular estudando as narrativas e formatos aplicados nas campanhas de vacinação no Brasil. RESULTADOS Identificou-se que, em 2019, a CV no Brasil foi de 49,6%, diferentemente de países como Austrália (80,2% em 2017), México (97,5% em 2019) e Peru (91% em 2019). Evidências do uso de estratégias de marketing social para engajamento comunitário foram encontradas nas campanhas de vacinação utilizadas como boas práticas nesses países. CONCLUSÃO Com as informações encontradas foram aplicadas três ferramentas de qualidade (diagrama de Ishikawa, gráfico de Pareto e 5W2H) que classificaram e quantificaram as causas da baixa CV no Brasil e, com isso, viabilizaram propostas que podem direcionar o MS à tomada de estratégias mais eficazes para atingimento da meta de CV do HPV recomendada pela OMS.

Bibliometric Analysis and thematic review of studies on child consumption from 1974 to 2019 / Análisis bibliométrico y revisión temática de estudios en consumo infantil de 1974 a 2019

Abstract The role of children as consumers has generated great interest in social marketing, especially in aspects related to food. However, there are fields such as the regulation of advertising, digital behavior, and children's attitudes towards products that until now have not been completely studied. To support future research of the social marketing scientific community about this topic, the present bibliometric study aimed to investigate and describe the lines and areas of inquiry in psychology, behavior and social marketing in relation to child consumption, in order to respond the following research question: what have been the most important publications, authors and trends in research on child consumption in the last 45 years? To this end, 1375 articles from 703 journals were analyzed with the Bibliometrix packages (R Studio), under an exploratory and descriptive methodology, analyzing 2588 author keywords and 1265 additional keywords, with 2597 authors hi the Scopus database. Scientometric indicators show the existence of five thematic groups related to child consumption. It is concluded that scientific production on child consumption should address protection and regulation issues oriented to social responsibility, especially in integrated marketing and advertising communications for food brands, with greater and special care in the digital environment, due to the current immersion of the world's child population and its growing autonomy in the choice of digital content, products, and brands.

Resumen El papel de los niños como consumidores ha generado un gran interés en el marketing social, especialmente en los aspectos relacionados con la alimentación; sin embargo, hay campos como la regulación de la publicidad, el comportamiento digital y las actitudes de los niños hacia los productos, que hasta ahora no están completamente estudiados. Para apoyar las futuras investigaciones de la comunidad científica del marketing social sobre este tema, el presente estudio bibliométrico tuvo como objetivo investigar y describir las líneas y áreas de investigación en psicología, comportamiento y marketing social, en relación con el consumo infantil, para responder a la siguiente pregunta de investigación: ¿Cuáles son las publicaciones, autores y tendencias más importantes en la investigación sobre el consumo infantil en los últimos 45 años? Para ello, se analizaron 1375 artículos de 703 revistas con los paquetes Bibliometrix (R Studio), utilizando una metodología exploratoria y descriptiva, analizando 2588 palabras clave de autor y 1265 palabras clave adicionales con 2597 autores en la base de datos Scopus. Los indicadores cienciométricos muestran la existencia de cinco grupos temáticos relacionados con el consumo infantil. Se concluye que la producción científica sobre el consumo de niños y niñas debe abordar cuestiones de protección y regulación orientadas a la responsabilidad social, especialmente en las comunicaciones integradas de marketing y publicidad de las marcas alimentarias, con mayor y especial cuidado en el entorno digital, debido a la actual inmersión de la población infantil mundial y su creciente autonomía en la elección de contenidos, productos y marcas digitales.

Applying Customer Journey Mapping in Social Marketing to Understand Salt-Related Behaviors in Cooking. A Case Study.

Worldwide, salt consumption exceeds the World Health Organization's recommendation of a daily intake of 5 g. Customer journey mapping is a research method used in market research to understand customer behaviors and experiences and could be useful in social marketing as well. This study aimed to explore the potential of customer journey mapping to better understand salt-related behaviors performed during the preparation of household cooking. We tracked the journey of four women in their kitchens for approximately two hours to observe the preparation of lunch. Individual journey maps were created, one for each woman, that were composited into a single journey map. We found that customer journey mapping was a suitable research method to understand how food preparers made decisions around adding salt and artificial seasonings at each stage of the journey. In contrast to the interviewee' responses, it was observed that the four women added salt and artificial seasonings consistently and incrementally with little control and without any standard measure. In this study, we demonstrate the utility of customer journey mapping in a novel context and nudge social marketers to include this tool in their repertory of research methods to understand human behavior.

Marketing social y políticas públicas para la atención integral al adulto mayor en Riobamba, Ecuador / Social marketing and public policies for comprehensive care for the elderly in Riobamba, Ecuador

Introducción: En Ecuador se han establecido políticas públicas encaminadas al tratamiento de la problemática social de los adultos mayores. Sin embargo, en la ciudad de Riobamba las acciones que se realizan para implementar estas políticas son aisladas e insuficientes, sin involucrar a todos los actores en el cambio social necesario. Objetivo: Diseñar un plan de marketing social como contribución a la implementación de las políticas públicas relacionadas con la atención integral al adulto mayor en el Gobierno Autónomo Descentralizado de Riobamba. Métodos: El análisis y síntesis de la información obtenida mediante la revisión documental, la aplicación de encuestas y entrevistas y la realización de grupos focales permitieron establecer las bases teóricas y metodológicas, identificar el problema existente y diseñar el plan de marketing social. Resultados: A partir de la convergencia existente entre el proceso de diseño e implementación de las políticas públicas y los planes de marketing social fue posible contribuir a la atención integral al adulto mayor. El plan de marketing social diseñado y validado propone un programa con seis proyectos encaminados a influir en la aceptación de ideas y la modificación de comportamientos en los públicos objetivo en beneficio de los adultos mayores, para su atención integral, con el uso de las herramientas del marketing. Conclusiones: El uso del marketing social posibilita dar el salto de la institucionalidad y la normatividad vigente al diseño de programas con verdadera coordinación entre todos los actores públicos y de la sociedad civil, garantizando la sostenibilidad y la participación en la implementación de las políticas públicas(AU)

Introduction: In Ecuador, public policies that have been established are aimed to address the social problems of the elderly. However, in the city of Riobamba the actions taken to implement these policies are isolated and insufficient, without involving all actors in the necessary social change. Objective: Design a social marketing plan as a contribution to the implementation of public policies related to comprehensive care for the elderly in the Decentralized Autonomous Government of Riobamba. Methods: The analysis and synthesis of the information obtained through the documentary review, the application of surveys and interviews and the realization of focus groups allowed to establish the theoretical and methodological bases, identify the existing problem and design the social marketing plan. Results: From the convergence between the process of design and implementation of public policies and social marketing plans, it was possible to contribute to comprehensive care for the elderly. The designed and validated social marketing plan proposes a program with six projects aimed at influencing the acceptance of ideas and the modification of behaviors in the target audiences for the benefit of older adults, for their comprehensive care, with the use of marketing tools. Conclusions: The use of social marketing makes it possible to make the leap from institutionality and current regulations to the design of programs with true coordination between all public and civil society actors, guaranteeing sustainability and participation in the implementation of public policies(AU)

Effectiveness of social responsibility marketing in young millennials - Generation Y: analysis of three cases for brand positioning.

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands' social marketing actions.

A Social Marketing Intervention to Improve Treatment Adherence in Patients with Type 1 Diabetes.

This research explores if a social marketing intervention model based on social representations theory and the health belief model can generate changes regarding treatment adherence and improve patient self-efficacy. As a pilot, a test-retest field quasi-experiment was designed to evaluate the intervention model with type 1 diabetes (T1DM) patients of families with 8- to 17-year-old children. The intervention model was designed to clarify misconceptions, increase awareness of the benefits of following doctors' treatments and improve patients' self-efficacy. In-depth interviews were carried out to gain a richer understanding of the intervention's effect. The pilot intervention generated a favourable change in shared misconceptions, individual health beliefs, glycaemic control and declared treatment adherence. This paper contributes to the social marketing literature and public health by providing early support for the theoretical assumptions regarding the role of shared misconceptions in physiological and behavioural outcomes for patients with T1DM. Contrary to previous studies, instead of only focusing on individual beliefs, this study incorporates shared beliefs between patients and caregivers, generating more comprehensive behavioural change.

Validation of the content of a children's game to promote the nursing profession / Validación del contenido de un juego para niños para promover la profesión de enfermería / Validação do conteúdo de um jogo para crianças para promover a profissão de enfemagem

ABSTRACT Objective: To validate content for an experimental game named Quantos Queres, using an origami, about the Nursing profession, for children from 7 to 12 years old. Method: Methodological study that included two groups of experts: A (n=7), B (n=40). Non-probabilistic sampling approach was used. We used a self-completion form, available by email and social networks, in Portugal, between February and April 2020. Acceptance decision established for 75% agreement. Results: The groups were mostly composed by nurses. Group A identified the themes: professional profile, training, ethical principles, historical and symbolic elements and conceived the content of the statements in the form of questions and answers. In group B, agreement was higher than 75% in the areas and contents of the statements. Conclusion: The selection of content to integrate the game is essential. The agreement obtained shows the importance of the chosen themes and the adequacy to the purpose that will be tested later.

RESUMEN Objetivo: Validar lo contenido de un juego experimental, llamado Quantos Queres, basado en el origami, sobre la profesión de enfermera, para niños de 7 a 12 años. Método: Estudio metodológico, incluyó dos grupos de expertos: A (n=7), B (n=40). Muestreo no probabilístico. Formulario disponible por correo electrónico y redes sociales, en Portugal, entre febrero-abril de 2020. La aceptación se estableció para una concordancia del 75%. Resultados: Grupos compuestos en su mayoría por enfermeras. El Grupo A identificó los temas: perfil profesional, formación, principios éticos, elementos históricos y simbólicos y diseñó el contenido de las declaraciones en forma de preguntas y respuestas. Grupo B obtuvo más de un 75% de acuerdo sobre las áreas y el contenido de las declaraciones. Conclusión: La selección del contenido a integrar en el juego es fundamental. El acuerdo obtenido evidencia la importancia de los temas elegidos y la adecuación al propósito que será probado posteriormente.

RESUMO Objetivo: Validar conteúdo para um jogo experimental, designado por Quantos Queres, utilizando um origami, sobre a profissão de Enfermagem, para crianças dos 7 aos 12 anos. Método: Estudo metodológico, incluiu dois grupos de peritos: A (n=7), B (n=40). Amostragem não probabilística. Utilizado formulário de autopreenchimento, disponibilizado por e-mail e redes sociais, em Portugal, entre fevereiro e abril de 2020. Decisão de aceitação estabelecida para 75% de concordância. Resultados: Os grupos foram majoritariamente constituídos por enfermeiras. Grupo A identificou as temáticas: perfil profissional, formação, princípios éticos, elementos históricos e simbólicos e concebeu o conteúdo dos enunciados em forma de perguntas e respostas. No grupo B obteve-se a concordância superior a 75% nas áreas e nos conteúdos dos enunciados. Conclusão: A seleção do conteúdo a integrar o jogo é fundamental. A concordância obtida evidencia a importância dos temas eleitos e a adequação à finalidade que será testada posteriormente.

Marketing Social como Estratégia para o Controle do Tabagismo / Social Marketing as a Strategy for Tobacco Control / El Marketing Social como Estrategia para el Control del Tabaco

Introdução: O marketing social é reconhecidamente uma ferramenta utilizada pela gestão de saúde coletiva no Brasil. Em se tratando especificamente da promoção da prevenção e controle do tabagismo, é importante analisar como se dá o seu uso por meio do principal órgão governamental nacional que detém essa atribuição. Objetivo: Analisar, a partir do uso do marketing social, em que nível de complexidade estão sendo propostas mudanças na sociedade em relação ao tabagismo. Método: Por meio da análise das campanhas publicitárias produzidas pelo Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA) e utilizando a abordagem da análise do discurso publicitário, foi possível direcionar a investigação e compreender o processo de construção das peças publicitárias. Resultados:Após a categorização dos discursos, conforme a predominância de suas funções, foi viável relacioná-los aos níveis de mudança social pretendidos em cada peça publicitária e, com isso, compreender como o marketing social pode ser uma importante estratégia de promoção à adoção de medidas capazes de prevenir de doenças, como é o caso do câncer. Conclusão: Identificou-se a utilização do marketing social como ferramenta direcionada ao controle do tabagismo e relacionada ao nível mais complexo e avançado de mudança social e, portanto, com caráter de maior dificuldade de implementação.

Introduction: Social marketing is acknowledgedly a tool public health management uses in Brazil. In the specific case of the promotion of tobacco control and prevention, it is important to analyze how its use occurs through the main national government agency that oversees this assignment. Objective: To analyze, based in the use of social marketing, to what level of complexity changes are being proposed to the society in relation to smoking. Method: By analyzing advertising campaigns the National Cancer Institute José Alencar Gomes da Silva (INCA) produces and utilizing the advertising discourse analysis approach, it was possible to direct the investigation and understand the process of building advertising pieces. Results: After the categorization of speeches, according to the predominance of their functions, it was possible to relate them to the levels of social change intended in each advertising piece and thereby understand how social marketing can be an important strategy to promote measures capable of preventing diseases, as is the case of cancer. Conclusion: The use of social marketing was identified as a tool aimed for tobacco control and related to the most complex and advanced level of social change and therefore, difficult to execute.

Introducción: El marketing social es reconocido como una herramienta utilizada por la gestión de salud pública en Brasil. En el caso de una promoción específica de la promoción y el control del tabaco, es importante analizar cómo proporciona uso a través de la principal agencia del gobierno nacional que detecta ese uso. Objetivo: Analizar, desde el uso del marketing social, en qué nivel de complejidad se están aplicando cambios en la sociedad en relación con el tabaquismo. Método: Al analizar las campañas publicitarias producidas por el Instituto Nacional del Cáncer José Alencar Gomes da Silva (INCA) y utilizando un enfoque de análisis del discurso publicitario, fue posible dirigir una investigación y comprender el proceso de construcción de piezas publicitarias. Resultados: Después de la categorización de los discursos, de acuerdo con el predominio de sus funciones, fue posible relacionar los niveles de cambio social deseados en cada pieza publicitaria y así comprender cómo el marketing social puede ser una estrategia importante para promover medidas capaces de prevenir enfermedades, como es el caso del cáncer. Conclusión: El uso del marketing social se identificó como una herramienta dirigida al control del tabaco y al nivel más complejo y avanzado de cambio social, por lo tanto, con un carácter de mayor dificultad en la ejecución.

Mercadeo del Condón para prevenir el VIH/SIDA. Centro Habana, 2018 / Condom marketing to prevent HIV / AIDS. Center Havana, 2018 / Comercialização de preservativos para prevenir o HIV / AIDS. Center Havana, 2018 / Marketing du préservatif pour prévenir le VIH/SIDA. Center Havana, 2018

Resumen Objetivo Describir la aplicación de la estrategia de mercadeo social del condón para la prevención del VHI/SIDA en el municipio Centro Habana en 2018. Materiales y Método Se realizó una investigación descriptiva transversal. El universo fue la población de 15 años en adelante del municipio; para la muestra se escogieron los dos policlínicos con mayor prevalencia de VHI/SIDA: Policlínico "Van Troy" y Policlínico "Reina". Por muestreo probabilístico, se seleccionaron de los consultorios 255 personas a encuestar, de las cuales 123 fueron hombres y 132 mujeres. Se emplearon como técnicas para la obtención de información grupos focales y entrevistas, aplicadas a la población seleccionada y a informantes clave (vendedores de farmacias). Resultados El 29.4 % de los entrevistados siempre usan condón con pareja estable, el 37.3 % con parejas ocasionales y el 31.4 % con todas las parejas. El 85.9 % considera que con su uso se pueden tener relaciones sexuales placenteras y el 76.5% que usar condón no produce pérdida de sensibilidad. El principal problema que existe en la aplicación de la estrategia es la falta de disponibilidad de los condones, la poca variedad de los mismos y la insuficiencia de materiales para su promoción. Aseguraron que las personas poseen conocimientos suficientes sobre la transmisión y prevención del VHI/SIDA. Conclusiones La estrategia muestra discreto avance en las acciones de educación y promoción, pero la limitada disponibilidad de condones no permitió su correcta aplicación, siendo una barrera para la accesibilidad al producto y por consiguiente al uso del condón en la población del municipio.

Abstract Objective To describe the implementation of the condom social marketing strategy to prevent HIV / AIDS in the Centro Habana municipality in 2018. Method A cross-sectional descriptive study was carried out. The universe was the population aged 15 and older in the municipality; for the sample, the two polyclinics with the highest prevalence of VHI / AIDS were chosen: "Van Troy" Polyclinic and "Reina" Polyclinic. By probabilistic sampling, 255 people selected to be survey from the offices, of which 123 were men and 132 women. Focus groups and interviews were used as techniques for obtaining information, applied to the target population and key informants (pharmacy vendors). Results 29.4% of respondents always use a condom with a stable partner, 37.3% with occasional partners and 31.4% with all couples. 85.9% believe that with its uses, they can have pleasant sex and 76.5% considers that a condom does not cause loss of sensitivity. The main problem that exists in the implementation of the strategy is the lack of availability of condoms, the low variety of them and the insufficient materials for their promotion. They said that people have sufficient knowledge about the transmission and prevention of HIV / AIDS. Conclusions The strategy shows discrete progress in education and promotion actions, but the limited availability of condoms did not allow its correct application, being a barrier to product accessibility and therefore to the use of condoms in the population of the municipality.

Sumário Objetivo De descrever a aplicação da estratégia de marketing social do preservativo para a prevenção do HIV / AIDS no município de Centro Habana em 2018. Método Foi realizada uma investigação descritiva transversal. O universo era a população de 15 anos em frente ao município; para a amostra, foram escolhidas as duas policlínicas com maior prevalência de VHI / aids: Policlínica "Van Troy" e Policlínica "Reina". Por amostragem probabilística, 255 pessoas a serem pesquisadas foram selecionadas nos escritórios, das quais 123 eram homens e 132 mulheres. Grupos focais e entrevistas foram aplicados como técnicas de obtenção de informações, aplicadas à população selecionada e a informantes-chave (fornecedores de farmácias) Resultados 29,4% dos entrevistados sempre usam preservativo com parceiro estável, 37,3% com parceiros ocasionais e 31,4% com todos os casais. 85,9% acreditam que, com o uso deles, você pode ter relações sexuais agradáveis e 76,5% que usar preservativo não causa perda de sensibilidade. O principal problema que existe na implementação da estratégia é a falta de disponibilidade de preservativos, a baixa variedade deles e os materiais insuficientes para sua promoção. Eles disseram que as pessoas têm conhecimento suficiente sobre a transmissão e prevenção do HIV / AIDS. Conclusões A estratégia mostra discreto progresso nas ações de educação e promoção, mas a disponibilidade limitada de preservativos não permitiu sua correta aplicação, sendo uma barreira à acessibilidade do produto e, portanto, ao uso de preservativos na população do município.

Résumé Objectif Décrire la mise en œuvre de la stratégie de marketing social du préservatif pour la prévention du VIH/SIDA dans la municipalité de Centro, Habana, en 2018. Méthode Une recherche descriptive transversale a été menée. L'univers considéré a été la population de 15 ans et plus de la municipalité. Pour constituer l'échantillon, les deux polycliniques ayant les plus fortes prévalences de VIH/SIDA ont été sélectionnées: la polyclinique "Van Troy" et la polyclinique "Reina". 255 personnes de ces polycliniques ont été ensuite sélectionnées de manière probabiliste (123 hommes et 132 femmes). Pour l'obtention de l'information, des groupes de discussion focalisée et des entrevues ont été réalisés avec les personnes sélectionnées et avec des informateurs clés (vendeurs en pharmacie). Résultats 29,4% des participants utilisent toujours des préservatifs avec leur partenaire stable, 37,3% avec des partenaires occasionnels et 31,4% avec tous leurs partenaires. 85,9% considèrent qu'il est possible d'avoir des relations sexuelles satisfaisantes en les utilisant et 76,5 % qu'ils ne produisent pas de perte de sensibilité. Le principal problème de mise en œuvre de la stratégie est le manque de disponibilité des préservatifs, leur faible variété et l'insuffisance de matériel pour leur promotion. Les participants ont affirmé que les gens ont des connaissances suffisantes sur la transmission et la prévention du VIH/SIDA. Conclusions Des progrès discrets dans la mise en œuvre de la stratégie sont perceptibles dans les actions d'éducation et de promotion, mais la disponibilité limitée des préservatifs n'a pas permis son application correcte,; cela constitue un obstacle à l'accessibilité du produit et donc à l'utilisation des préservatifs par la population de la municipalité.

Influencia del marketing social en el consumo de alcohol y tabaco en los estudiantes universitarios / The influence of social marketing in alcohol and tobacco consumption in university students

Introducción: El consumo de alcohol y tabaco en las regiones de América Latina es el más alto en comparación con el resto del mundo. Los adolescentes y adultos varones se identifican como uno de los grupos de mayor vulnerabilidad. El marketing social constituye una herramienta que influye en el comportamiento de las personas, por lo que se pueden fomentar estilos de vida más saludables, e implementarse estrategias para que los individuos y las comunidades tomen conciencia con respecto a su salud, a través del cambio en sus rutinas, conductas y pensamientos. Objetivo: Evaluar la influencia del marketing social en la reducción del consumo de alcohol y tabaco en los estudiantes de la Universidad de las Fuerzas Armadas ESPE. Métodos: La investigación fue de tipo descriptiva-correlacional. Se emplearon métodos teóricos y empíricos, y se utilizó la técnica de observación científica a través de datos primarios obtenidos de una encuesta aplicada a los estudiantes de los niveles desde sexto hasta noveno semestres de la carrera Ingeniera Comercial de la Universidad de las Fuerzas Armadas ESPE. El procesamiento de datos se realizó mediante SPSS. Resultados: El tipo de consumo más recurrente fue el alcohol en jóvenes universitarios de la Universidad de las Fuerzas Armadas ESPE. Los resultados coincidieron en que el consumo de alcohol y tabaco estuvo relacionado con la influencia de las amistades y el lugar más recurrente de uso de estas sustancias resultó la Universidad. Se determinó que el marketing social podría influenciar medianamente en el comportamiento de los estudiantes, con el apoyo de las redes sociales, a través de campañas de acción, desmotivación de vicios, y mensajes de salud y vida. Conclusiones: Los resultados indicaron la necesidad de elevar la efectividad de los programas y las actividades de marketing social dirigidos a la reducción del consumo de alcohol y tabaco en la comunidad universitaria, ya que existe un gran porcentaje de consumo de dichas sustancias(AU)

Introduction: Alcohol and tobacco consumption in the regions of Latin America is the highest compared to the rest of the world. Teenagers and adult males identify themselves as one of the most vulnerable groups. Social marketing is a tool that influences people's behavior, so you can promote healthier lifestyles, and implement strategies so that individuals and communities become aware of their health, through the change in their routines, behaviors and thoughts. Objective: To evaluate the influence of social marketing in reducing alcohol and tobacco consumption in the students from the University of the Armed Forces ESPE in Ecuador. Methods: The research was descriptive-correlational. Theoretical and empirical methods were used, and the technique of scientific observation was used through primary data obtained from a survey applied to students from the sixth to ninth semesters of the Commercial Engineering career of the University of the Armed Forces ESPE. Data processing was performed with SPSS. Results: The most recurrent type of consumption was alcohol in university students of the University of the Armed Forces ESPE. The results agreed that the consumption of alcohol and tobacco was related to the influence of friendships and the most recurrent place of use of these substances was the University. It was determined that social marketing could moderately influence student behavior, with the support of social networks through action campaigns, demotivation of vices, and health and life messages. Conclusions: The results indicated the need to increase the effectiveness of social marketing programs and activities aimed at reducing alcohol and tobacco consumption in the university community, since there is a high percentage of consumption of these substances(AU)

Catalyzing sustainable fisheries management through behavior change interventions.

Small-scale fisheries are an important livelihood and primary protein source for coastal communities in many of the poorest regions in the world, yet many are overfished and thus require effective and scalable management solutions. Positive ecological and socioeconomic responses to management typically lag behind immediate costs borne by fishers from fishing pressure reductions necessary for fisheries recovery. These short-term costs challenge the long-term success of these interventions. However, social marketing may increase perceptions of management benefits before ecological and socioeconomic benefits are fully realized, driving new social norms and ultimately long-term sustainable behavior change. By conducting underwater visual surveys to quantify ecological conditions and by conducting household surveys with community members to quantify their perceptions of management support and socioeconomic conditions, we assessed the impact of a standardized small-scale fisheries management intervention that was implemented across 41 sites in Brazil, Indonesia, and the Philippines. The intervention combines TURF reserves (community-based territorial use rights for fishing coupled with no-take marine reserves) with locally tailored social-marketing behavior change campaigns. Leveraging data across 22 indicators and 4 survey types, along with data from 3 control sites, we found that ecological and socioeconomic impacts varied and that communities supported the intervention and were already changing their fishing practices. These results suggest that communities were developing new social norms and fishing more sustainably before long-term ecological and socioeconomic benefits of fisheries management materialized.

Catalización del Manejo de Pesquerías Sustentables por medio de Intervenciones de Cambio de Comportamiento Resumen Las pesquerías a pequeña escala son un sustento importante y la principal fuente de proteína para las comunidades costeras en muchas de las regiones más pobres del mundo, sin embargo, muchas sufren de sobrepesca y por lo tanto requieren soluciones de manejo efectivas y escalables. Las respuestas ecológicas y socioeconómicas positivas al manejo generalmente se retrasan con respecto a los costos inmediatos asumidos por los pescadores a partir de las reducciones de la presión ocasionada por la pesca necesarias para la recuperación de la pesquería. Estos costos a corto plazo son un reto para el éxito a largo plazo de las intervenciones. Sin embargo, la mercadotecnia social puede incrementar las percepciones de los beneficios del manejo antes de que se conozcan por completo los beneficios ecológicos y socioeconómicos, lo que genera nuevas normas sociales y finalmente un cambio en el comportamiento a largo plazo. Realizamos censos submarinos visuales para cuantificar las condiciones ecológicas y censos domésticos a los miembros de la comunidad para cuantificar sus percepciones del apoyo al manejo y de las condiciones socioeconómicas. Con esto, evaluamos el impacto de la intervención de manejo para pesquerías estandarizadas a pequeña escala que fue implementada en 41 sitios de Brasil, Indonesia y las Filipinas. La intervención combina las reservas TURF (derechos de uso de pesca territorial basados en la comunidad acoplados con reservas marinas con restricción de pesca) con campañas de mercadotecnia social para el cambio de comportamiento ajustadas al contexto local. Con la movilización de datos a lo largo de 22 indicadores y cuatro tipos de censos, junto con los datos de tres sitios de control, encontramos que los impactos ecológicos y socioeconómicos variaron y que las comunidades apoyaban la intervención y ya se encontraban cambiando sus prácticas de pesca. Estos resultados sugieren que las comunidades ya estaban desarrollando nuevas normas sociales y pescando de manera más sustentable antes de que los beneficios ecológicos y socioeconómicos a largo plazo del manejo de las pesquerías se materializaran.

Parents' Perceptions about Salt Consumption in Urban Areas of Peru: Formative Research for a Social Marketing Strategy.

BACKGROUND: Salt intakes in Latin America currently double the World Health Organization's recommendation of 5 g/day. Various strategies to reduce the population's salt consumption, such as raising awareness using social marketing, have been recommended. This study identified parents' perceptions of salt consumption to inform a social marketing strategy focused on urban areas in Peru. METHODS: Using a sequential exploratory methods design, parents of pre-school children, of high and low socioeconomic status, provided qualitative data in the form of interviews and focus groups. Following this, quantitative data was obtained via questionnaires, which were sent to all parents. The information was analyzed jointly. RESULTS: 296 people (mean age 35.4, 82% women) participated, 64 in the qualitative and 232 in the quantitative phase of the study. Qualitative data from the first phase revealed that the majority of mothers were in charge of cooking, and female participants expressed that cooking was "their duty" as housewives. The qualitative phase also revealed that despite the majority of the participants considered their salt intake as adequate, half of them mentioned that they have tried to reduce salt consumption, and the change in the flavor of the food was stated as the most difficult challenge to continue with such practice. Quantitative data showed that 67% of participants would be willing to reduce their salt intake, and 79.7% recognized that high salt intake causes hypertension. In total, 84% of participants reaffirmed that mothers were in charge of cooking. There were no salient differences in terms of responses provided by participants from high versus low socioeconomic groups. CONCLUSIONS: The results point towards the identification of women as a potential target-audience of a social marketing strategy to promote reductions in salt intake in their families and, therefore, a gender-responsive social marketing intervention is recommended.

Integrative review of the evaluation of health communication campaigns for HIV prevention in Latin American mass media / Revisão integrativa sobre avaliação das campanhas de comunicação em saúde para prevenção do HIV nos meios de comunicação da América Latina / Revisión integradora sobre la evaluación de las campañas de comunicación en salud para la prevención del VIH en medios de comunicación masiva en América Latina

An integrative review of the literature of the last thirty years on evaluations of HIV prevention strategies implemented in the mass media in Latin America was conducted. A total of 246 documents were identified, of which 12 met the selection criteria and 15 campaign evaluations were identified. The results indicate that the most commonly used message was to promote the use of condoms. Most evaluations focused on remembering the message of campaigns and media exposure. Only three yield results on knowledge assessments and two on attitudes to condom use; nine reported behavioral changes. In conclusion, there are few articles with evaluation results. The assessment of behaviors is increasingly taken into account. Pre-experimental evaluation designs are used.(AU)

Foi feita uma revisão integrativa da literatura dos últimos trinta anos sobre avaliações de estratégias de prevenção ao HIV implementadas nos meios de comunicação de massa na América Latina. Foram identificados 246 documentos, dos quais 12 atenderam aos criterios de seleção e 15 avaliações de campanhas foram identificadas. Os resultados indicam que a mensagem mais usada foi promover o uso de preservativos. A maioria das avaliações focou em lembrar a mensagem das campanhas. Apenas três apresentam resultados de avaliações do conhecimento e outros dois sobre a atitude em relação ao uso de preservativos. Cerca de nove relataram mudanças comportamentais. Concluindo, existem poucos artigos com resultados de avaliação desse tipo de campanhas. A avaliação comportamental é cada vez mais levada em consideração. Desenhos de avaliação pré-experimental com uma única medida pós-teste e sem um grupo controle são utilizados.(AU)

Se realizó una revisión integradora de la literatura de los últimos treinta años sobre las evaluaciones de las estrategias de prevención del VIH implementadas en los medios de comunicación masiva en América Latina. Se identificaron 246 documentos, de los cuales 12 cumplieron los criterios de selección, y se identificaron 15 evaluaciones de campañas. Los resultados indican que el mensaje más utilizado era promover el uso del condón. La mayoría de las evaluaciones se centraban en recordar el mensaje de las campañas. Solo tres arrojan resultados de evaluaciones de conocimientos y otras dos sobre la actitud frente al uso del condón. Acerca de nueve cambios de comportamiento. En conclusión, existen pocos artículos con resultados de evaluación de este tipo de campañas. Se utilizan diseños de evaluación pre-experimentales con una única medida pos-test y sin grupo control.(AU)

Interferência da Indústria do Tabaco no Brasil: a Necessidade do Ajuste de Contas / Tobacco Industry Interference in Brazil: the Necessity of Settling Accounts / Interferencia de la Industria Tabacalera en Brasil: la Necesidad del Ajuste de Cuentas

Introdução: No Brasil, cada vez mais são identificadas ações ilegais de publicidade, propaganda e patrocínio por parte da indústria do tabaco em eventos musicais e por meio das redes sociais, voltadas a atrair principalmente o público jovem para o uso do cigarro. Objetivo: Desenvolver uma metodologia que permita estabelecer um parâmetro de quantificação dos impactos negativos para o setor saúde desse descumprimento da lei. Método: Combinaram-se as informações nacionais existentes sobre i) a equivalência entre "custo direto médio da assistência médica" e "mortes por doenças atribuíveis ao tabagismo" e ii) a equivalência entre "a parcela do lucro revertido em ações de marketing" e "mortes de fumantes que contribuíram para a geração desse lucro por meio da compra de cigarros", de forma a se obter a relação "custo direto do tratamento" vs "parcela do lucro revertido em ações de marketing". As doenças selecionadas foram aquelas que apresentam os maiores custos diretos de tratamento atribuíveis ao fumo. Resultados: Para cada centavo investido em marketing pela indústria do tabaco, o Brasil tem um gasto com tratamento de doenças relacionadas ao tabaco 1,93 vezes superior ao dinheiro investido pela indústria. Conclusão: A mensuração da responsabilização dos violadores da legislação nacional para o controle do tabaco é fundamental para compensar parte dos custos associados ao tratamento de pacientes e aos programas de cessação ao fumo, favorecendo assim a redução do tabagismo no país.

Introduction: In Brazil, illegal actions of advertising, promotion, and sponsorship by part of the tobacco industry are increasingly identified in music events, and through social media, aimed mainly to attract young people to use cigarettes. Objective: To develop a methodology that allows the creation of a parameter of quantification of the negative impacts to the health sector of non-compliance with the law. Method: Combination of the current national information about i) the equivalence between "mean direct cost of medical care" and "deaths by diseases attributable to tobacco addiction" and ii) the equivalence between "the portion of the profit translated into marketing actions" and "deaths of smokers who contributed for the generation of this profit through purchase of cigarettes" in order to obtain the relation between "direct cost of the treatment" vs "portion of the profit translated into market actions". The diseases selected were those that presented the biggest direct cost of treatment attributable to tobacco. Results: For every cent invested in marketing strategies by the tobacco industry, Brazil spends 1.93 times more financial resources to treat tobacco-related diseases. Conclusion: The measurement of the liability for non-compliance of the tobacco national legislation is essential to offset part of the associated costs of the treatment of patients and programs of tobacco cessation to favor the reduction of smoking prevalence in Brazil.

Introducción: En Brasil, es cada vez más común identificar acciones ilegales de publicidad, promoción y patrocinio del tabaco por parte de la industria tabacalera en eventos musicales y a través de redes sociales, destinadas principalmente a atraer al público joven al consumo de cigarrillos. Objetivo: Desarrollar una metodología que permita establecer un parámetro para cuantificar los impactos negativos al setor de la salud de esa acción ilegal de la ley. Método: El artículo integra la información nacional existente sobre i) la equivalencia entre el "costo directo promedio de asistencia médica" y "muertes por enfermedades atribuibles al tabaquismo" y ii) la equivalencia entre "la parte del ingreso usado en acciones de marketing" y "las muertes de fumadores que han contribuido a la generación de estos ingresos a través de la compra de cigarrillos", para obtener la relación "costo directo del tratamiento" vs "parte de los ingresos usados en acciones de marketing". Las enfermedades seleccionadas fueron las que presentaron los costos más altos de tratamiento directo atribuibles al uso del tabaco. Resultados: Por cada centavo invertido en marketing por la industria tabacalera, Brasil tiene un gasto en tratamiento de enfermedades relacionadas con el tabaco 1,93 veces mayor que el monto invertido por la industria. Conclusión: Medir la responsabilidad de los infractores de la legislación nacional de control del tabaco es esencial para compensar parte de los costos asociados con el tratamiento de los pacientes y com los programas para dejar de fumar, favoreciendo así la reducción del consumo de tabaco en el país.

Translating Evidence-Based Program Recommendations into Action: The Design, Testing, and Scaling Up of the Behavior Change Strategy EsIAN in Mexico.

BACKGROUND: The Integrated Strategy for Attention to Nutrition (EsIAN in Spanish) is a national strategy within Mexico's conditional cash transfer program (initially Progresa, then Oportunidades, then Prospera, CCT-POP) designed to strengthen the health and nutrition component, address the nutrition transition, and improve the health and nutritional status of its beneficiaries, through 3 main components: 1) procurement of functioning equipment to primary health care (PHC) units; 2) providing free micronutrient supplements to beneficiary women and children; 3) implementing a behavior change communication (BCC) strategy and a training system for PHC providers (PHCPs). OBJECTIVE: We aim to describe the iterative process and evidence-based approach used to design and roll-out the EsIAN at scale, by focusing on the BCC component. METHODS: The BCC strategy was developed by following an iterative process through the following phases: situational analysis, formative research and design of the BCC strategy (using the socioecological framework and the social marketing approach), large-scale feasibility study, redesign, and national scale-up. RESULTS: The review and formative research revealed several barriers and issues that limited program coverage, utilization, and acceptance. These included misconceptions about pregnancy and infant feeding, nonalignment of practices with international recommendations, and lack of knowledge on nutrition and related topics, among others. These results were used to identify priority behaviors and elaborate key messages for mothers/caregivers and providers to develop the BCC strategy. The feasibility study resulted in significant improvements in PHCPs' knowledge, counseling (breastfeeding, and supplement use and consumption), and caregivers' complementary feeding behaviors, and highlighted several design and delivery aspects that needed strengthening. Based on these findings, the BCC strategy was adapted prior to a national scale-up. CONCLUSIONS: The theory-based iterative approach resulted in the identification of specific actions to target, and approaches to do so, as part of the design and roll-out of the BCC strategy at scale.

Marketing social e digital do Ministério da Saúde no Instagram: estudo de caso sobre aleitamento materno / Social and digital marketing of the Brazilian Ministry of Health on Instagram: a case study of breast-feeding / Marketing social y digital del Ministerio de Salud brasileño en el Instagram: estudio de caso sobre lactancia

Este artigo mapeia as estratégias de atuação do Ministério da Saúde na rede social Instagram. Realizou-se um estudo de caso no período de agosto de 2017 a agosto de 2018 para verificar como o tema da amamentação foi abordado na rede oficial do governo brasileiro para saúde. O corpus tem 65 posts sobre a questão, que foram analisados considerando as métricas de monitoramento das redes sociais: alcance; volume; atividade; engajamento dos usuários e influência do conteúdo junto aos seguidores. Analisando as estratégias de atuação do marketing social e digital identificou-se a falta de interação e resposta aos usuários e a baixa diversidade de representação das mulheres. O levantamento aponta a necessidade de problematizar as práticas do Ministério nesta rede e propor melhorias para ampliar o diálogo com a sociedade.

This article maps out the strategies of performance of the Brazilian Ministry of Health in Instagram's social network. A case study was carried out in the period from August 2017 to August 2018 to verify how the topic of breast-feeding was approached in the official network of the Brazilian government for health. The corpus has 65 posts about that issue which were analised considering the measures to monitor social networks: scope, volume, activity, user engagement and influence of the content on the followers. Analyzing the strategies of social and digital marketing used by the Brazilian government for health, it was identified the lack of interaction with users and of response to them and the low diversity of women represented on its Instagram profile. The research points out that we need to problematize Ministry practices in this network and to propose improvements to broaden the dialogue with the society.

El artículo mapea las estrategias de actuación del Ministerio de Salud de Brasil en la red social Instagram. Se realizó un estudio de caso en el período de agosto de 2017 hasta agosto de 2018 para escudriñar como se abordó el tema de la lactancia en la red oficial del gobierno brasileño para salud. El corpus tiene 65 posts a respecto del asunto y fueron estudiados considerando las medidas para monitorizar redes sociales: alcance; volumen; actividad; interacción de los usuarios e la influencia del contenido en los seguidores. Analizando las estrategias de actuación del marketing social y digital se identificó falta de interactividad, usuarios sin respuesta y la baja diversidad de representación de las mujeres en lo perfil del gobierno brasileño en Instagram. La investigación apunta la necesidad de problematizar las prácticas del Ministerio en esta red y de proponer mejorías para ampliar el diálogo con la sociedad.

Doce veneno: uma análise do consumo de bebidas açucaradas por adolescentes / Sweet poison: an analysis of adolescents' consumption of sugarsweetened beverages / Dulce veneno: un análisis del consumo de bebidas azucaradas por adolescentes

O presente estudo visa compreender os fatores de influência para a redução do consumo das bebidas açucaradas. Nesse intuito, adotou-se uma abordagem qualitativa, a fim de desenvolver ferramentas de marketing social para a promoção da redução do consumo entre adolescentes. Foram realizadas entrevistas gravadas em áudio, com roteiro semiestruturado, sendo entrevistados onze adolescentes de 16 a 18 anos, variando entre estudantes do ensino médio de instituições públicas e privadas do estado da Paraíba. Os resultados indicaram que os principais incentivos para o consumo são o sabor, preço, praticidade e o assédio dos amigos e familiares que incentivavam o consumo de bebidas açucaradas. Fazendo o uso de ferramentas de marketing social, verificou-se que a conscientização sobre os aspectos negativos da ingestão dessas bebidas, a inserção de ações reguladoras e a exposição dos malefícios contribuem para uma nova consciência sobre o consumo dessas bebidas e a redução do consumo.

In order to understand the influence factors for the reduction of consumption of sugar-sweetened beverages, a qualitative approach was adopted in order to develop social marketing tools to promote consumption reduction among adolescents. Interviews were recorded, with a semi-structured script. Eleven adolescents aged 16 to 18 years were interviewed, varying among high school students from public and private institutions in the state of Paraíba. The results indicated that the main incentives for consumption are the taste, price, practicality and harassment of friends and family that encouraged the consumption of sugary drinks. Using social marketing tools, it was found that awareness of the negative aspects of the intake of these beverages, the insertion of regulatory actions and the exposure of the maladies contribute to a new awareness about the consumption of these beverages and the reduction of consumption.

Con el objetivo de comprender los factores de influencia para la reducción del consumo de las bebidas azucaradas, se adoptó un abordaje cualitativo, con el fin de desarrollar herramientas de marketing social para la promoción de la reducción del consumo entre adolescentes. Se realizaron entrevistas grabadas por audio, con guión semiestructurado, siendo entrevistados once adolescentes de 16 a 18 años. Los resultados indicaron que los principales incentivos para el consumo son el sabor, precio, practicidad y el acoso de los amigos y familiares que incentivaban el consumo de bebidas azucaradas. Al hacer el uso de herramientas de marketing social, se verificó que la concientización sobre los aspectos negativos de la ingestión de esas bebidas, con la inserción de acciones reguladoras y la exposición de los maleficios contribuyen a una nueva conciencia sobre el consumo de esas bebidas y la reducción del consumo.