Salvar vidas está-nos no sangue?
estratégias de comunicação para a angariação de jovens dadores de sangue

  • Vanessa Ferreira Santo (Student)

Student thesis: Master's Thesis

Abstract

The present investigation focused on the specific Portuguese case and aimed to understand how communication can be effective in attracting young blood donors, between 18 and 24 years old, in Portugal. To this end, a case study was carried out in terms of communication strategies and actions applied in the context of the promotion of blood donation by the Portuguese Institute of Blood and Transplantation (IPST, I.P.) and two focus groups were held with young blood donors and non-donors.As a main conclusion, it was understood that it is essential to adopt a simple and direct communication, which educates about blood donation and demonstrates the ability and ease in adopting the behavior, using both informative and persuasive strategies. With regard to communication channels, the importance of investing in social media networks, especially Instagram, and in interpersonal channels was pointed out, highlighting the importance of interpersonal communication at universities.
Date of Award25 Mar 2022
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoão Simão (Supervisor)

Keywords

  • Strategic communication
  • Public interest communication
  • Public communication campaigns
  • Health communication
  • Communication strategies
  • Blood donation
  • Blood donor

Designation

  • Mestrado em Ciências da Comunicação

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