Marketing Social como Ferramenta de Resgate da Boa Política de Vacinação Brasileira: uma análise de conteúdo de marketing social

By April 2021, the covid-19 outbreak had already taken the lives of more than 2 million people worldwide, with more than 300 million infected. In addition to prevention campaigns using non-medicinal methods, vaccination campaigns focused on raising public awareness and destroying anti-vaccine myths are necessary. The objective of this article was, through the method of Content Analysis, to describe the appeals used in the campaigns broadcast by the Ministry of Health in favor of vaccinating the population. Good levels of rational and empathetic appeals were observed in most of the pieces studied, however the levels of representativeness were below the recommended, and the appeal of authority used in some of them tends to lose its effect over time.