Abstract
From the field of Communication and Health, the effectiveness of communication strategies that inform and influence personal and community decisions on public health is analysed, which is why this research studies the National Measles, Rubella and Polio Vaccination Campaign (CVS) - Ecuador 2023 promoted by the Ministry of Public Health. It identifies elements that contributed to the effectiveness of the communication campaign from the communication theories, mainly considering the change of attitude of the recipients. In this context, it is convenient to highlight the methodological value of the research, which focuses on the analysis of the key messages and communication products used, accompanied by semi-structured interviews and surveys directed at the representatives and caregivers of the target population for which COEF. DE. CORREL is applied to determine the level of attention, understanding, adaptation and retention of the recipients. The findings are mainly related to the persuasive and emotional influence that the campaign generates in the audiences to ensure the achievement of the goals set.
| Translated title of the contribution | Effectiveness in the Application of Communication Strategies in Public Health |
|---|---|
| Original language | Spanish (Ecuador) |
| Title of host publication | POLÍTICA, COMUNICACIÓN Y DERECHOS EN LA ERA DIGITAL |
| Publisher | Editorial Tirant Lo Blanch |
| Pages | 283-305 |
| Number of pages | 23 |
| ISBN (Print) | 978-84-1183-892-4 |
| State | Published - 25 Feb 2025 |
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
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SDG 3 Good Health and Well-being
Keywords
- Communication and health
- Communication strategy
- Message analysis
- Perception
CACES Knowledge Areas
- 413A Social and Cultural Studies
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