Acknowledgements

(d) What is the Price the consumers will sacrifice to acquire the product?

nership with the infrastructure of public health, at the time of the tests.

ing one's health in case of a positive diagnosis.

well as spontaneous manifestations of participants.

research into social marketing best practices [42].

time and Place, for the buyer?

74 Selected Issues in Global Health Communications

obtained?

4. Conclusion

(e) How can we communicate with our markets (Promote)?

In short, the price is the time available for the allocation of cognitive resources to get in contact, assimilate and share information, and also to face the fight against the fear; the fear of submitting oneself to medical tests, and to be prepared to eventually receive bad news regard-

Social media and other communication vehicles in the traditional media of the Federal Senate were used, as well as its internal information network, such as the Intranet, corporate emails and banners spread throughout the institution, in addition to events and artistic performances. (f) Which institutions are involved in the process of making the product available at the best

The internal infrastructure of the health service of the Federal Senate was provided, in part-

(g) How can we Probe and evaluate the campaign and how can feedback from the public be

Metrics for disclosure, visualization, and reviews of materials and postings were evaluated, as

According to Mowen and Minor, research can benefit society. "Finding ways to influence people to act more responsibly […] and applying research findings to develop treatment methods and preventive actions" is paramount, and the natural way to do this is through the

Considering the campaign analyzed in this chapter, besides the health communication informing about breast cancer, several other actions took place. A major effort was made in order to reach Brazilian citizens through the Senate's social media, as well as with an actual person-to-person contact, all these to try to make more people aware of the disease. For that, a close-targeted initiative was developed throughout the month of October: the outsourced female collaborators were invited to undergo an on-site medical consultation with the Senate mastologist doctors, and if the case required, the patient would be referred to a mammography exam carried out by the Public Health System (as a result of the partnership between the Senate and the Federal District Government). A total of 150 mammograms were performed. A disturbing fact is that most of the women who were reached by the initiative had never undergone a mammography before, which is an important exam to prevent breast cancer.

From the 150 patients assisted, 15 had an altered mammography result, and 4 of them had a

Although 150 people is a limited audience, the tests and the mammograms were just part of the campaign, which aimed to achieve, through advertising and journalistic information, the

diagnosis of breast cancer and were referred to a public hospital for treatment.

The authors would like to thank Mr. Mikhail Lopes and Mr. Eduardo Leão, from the Secretariat of Social Communication of the Federal Senate, for their valuable assistance in gathering metrics from the Senate's social media and from Intranet news, and of the Certified Translator Elisângela Tarouco for the context and grammar review.
