Os desafios do Marketing Social como instrumento de combate a redução da cobertura vacinal no Brasil:

uma análise do Movimento Nacional pela Vacinação

Abstract

The objective of this work was to understand how public bodies responsible for vaccination campaigns use social marketing to combat the reduction in vaccination coverage in Brazil, and, specifically, to describe the main challenges of recent strategies to expand vaccination coverage. The research was carried out using a qualitative methodology, following an interpretive epistemological orientation. The data was collected through official data and social networks promoting the 2023 National Vaccination Movement. The collected data was analyzed from the perspective of rhetoric. The research revealed the predominant use of rhetorical elements: pathos, followed by ethos and logos. The Ministry of Health stood out in terms of quantity and frequency of publications, variety of elements used, rhetorical strategies, population engagement and structuring of actions. The main challenge was the influence of the sociopolitical context on the public's intention to immunize, making the importance of considering these factors when developing campaigns clear. The research also highlighted the consequences of the Covid-19 pandemic and the denialist and anti-vaccine discourses, which generated high resistance to vaccination, dissemination of fake news and distrust towards health entities, publicized mainly via social networks.