3.2. Execution

The release of the Pink October campaign on breast cancer occurred on the night of October 3, with the lighting act of the National Congress. The Procuradoria Especial da Mulher (Women's Special Attorneyship) and the Secretaria da Mulher da Câmara dos Deputados (Women's Secretariat of the House of Representatives), in partnership with other sectors of the two Houses, came together once again to organize various events during the month in order to warn society about the importance of prevention of this disease which is among the main causes of death amid women aged 30–69 (Figure 2).

The hall of the Medical Service building was decorated with pink balloons to receive the collaborators. They were then invited for a nice breakfast, which was only made possible from the donations of the Senate's Civil Servants. They also counted on the support of the Occupational Health Service and the Quality of Life at Work department to do labor gymnastics. Late in the morning, the Senate Choir gave a presentation at the venue of the event (Figure 3).

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• October Rosa against Breast Cancer—Ceremony of lighting of the National Congress.

• Artistic presentation of the Etude Seasons Ballet School with "Sleeping Beauty" by Tchai-

• Seminar to discuss the implementation of Law 12.732 / 2012, which determines a period of

• Glamorous Parade from the "Roses of the Cerrado" (Victorious Women of Brasilia

• Consultation for outsourced women employees to undergo mammography at the

• Performative act of parliamentarians and leaders for the prevention of breast cancer.

• Public Hearing: "Advances in coping with breast cancer in Brazil: health promotion,

• Women's Agenda: "II National Conference on Women's Health - Results and Challenges."

The following events took place throughout the month of October (Figure 5):

up to 60 days from the diagnosis for cancer patients to start treatment.

• "Talk Show" of the Oncovida Institute on Breast Cancer Prevention.

• Women's Health Workshop: Autonomy in the Body and in Life

prevention, detection and availability of treatment."

Figure 4. Toward a specific target (photo by Stumpf F, Senado Federal).

kovsky.

Against Breast Cancer)

• Human Pink Tie for Life

Regional Hospital of Asa Norte.

On October 9, the outsourced collaborators started being forwarded to the place where the mammography exam would be conducted. This was an initiative of the Integrated Health System, as part of the actions of the Pink October, in partnership with the General Directorate and the Procuradoria Especial da Mulher (Women's Special Attorneyship). There were 150 openings, and they were quickly taken. Women aged 40 or over were selected for consults with doctors from the Senate and with Doctor Carlos Marino, from the Brazilian Society of Mastology, all assisted by the Regional Hospital of Asa Norte in order to investigate the possibility of breast cancer (Figure 4).

Figure 2. Special lighting of the National Congress (photo by Pillar Pedreira, Senado Federal).

Figure 3. Choral presentation at the Pink October event (photo by Stumpf F, Senado Federal).

The hall of the Medical Service building was decorated with pink balloons to receive the collaborators. They were then invited for a nice breakfast, which was only made possible from the donations of the Senate's Civil Servants. They also counted on the support of the Occupational Health Service and the Quality of Life at Work department to do labor gymnastics. Late in the morning, the Senate Choir gave a presentation at the venue of the event (Figure 3).

The following events took place throughout the month of October (Figure 5):


3.2. Execution

66 Selected Issues in Global Health Communications

causes of death amid women aged 30–69 (Figure 2).

possibility of breast cancer (Figure 4).

The release of the Pink October campaign on breast cancer occurred on the night of October 3, with the lighting act of the National Congress. The Procuradoria Especial da Mulher (Women's Special Attorneyship) and the Secretaria da Mulher da Câmara dos Deputados (Women's Secretariat of the House of Representatives), in partnership with other sectors of the two Houses, came together once again to organize various events during the month in order to warn society about the importance of prevention of this disease which is among the main

On October 9, the outsourced collaborators started being forwarded to the place where the mammography exam would be conducted. This was an initiative of the Integrated Health System, as part of the actions of the Pink October, in partnership with the General Directorate and the Procuradoria Especial da Mulher (Women's Special Attorneyship). There were 150 openings, and they were quickly taken. Women aged 40 or over were selected for consults with doctors from the Senate and with Doctor Carlos Marino, from the Brazilian Society of Mastology, all assisted by the Regional Hospital of Asa Norte in order to investigate the

Figure 2. Special lighting of the National Congress (photo by Pillar Pedreira, Senado Federal).

Figure 3. Choral presentation at the Pink October event (photo by Stumpf F, Senado Federal).


Figure 4. Toward a specific target (photo by Stumpf F, Senado Federal).


3.3. Media and assessment

(Figures 6 and 7).

October 7, 2017/ #OutubroRosa).

Tumblr, along with electronic mail and printed banners.

In order to maximize the range and reach of the Pink October 2017 Program, the Federal Senate concatenated several complementary media, such as the Intranet, the Federal Senate's newspaper, television channel, radio station, web agency, Instagram, Facebook, Twitter and

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Two specific posts were published on the Senate's official Facebook page in October 2017

Figure 6. Tips on breast self-examination—505,726 people reached; 3077 shares; 4310 likes (Legend: Federal Senate/

Figure 5. Pink October full program.

#### 3.3. Media and assessment

Figure 5. Pink October full program.

68 Selected Issues in Global Health Communications

In order to maximize the range and reach of the Pink October 2017 Program, the Federal Senate concatenated several complementary media, such as the Intranet, the Federal Senate's newspaper, television channel, radio station, web agency, Instagram, Facebook, Twitter and Tumblr, along with electronic mail and printed banners.

Two specific posts were published on the Senate's official Facebook page in October 2017 (Figures 6 and 7).

Figure 6. Tips on breast self-examination—505,726 people reached; 3077 shares; 4310 likes (Legend: Federal Senate/ October 7, 2017/ #OutubroRosa).

What to look for in the self-exam?

The main symptoms are:

rarily changed.

good chance of cure.

between TV shows.

de-mama

Most breast cancers are discovered by women themselves.

Reddish breast skin. Retracted or similar to orange peel.

Small nodules in the region under the arms (armpits) or neck.

Health, in connection with the Secretary of Human Resources.

curiosity among the patients were then chosen.

people as possible, through the use of social media.

The videos are available on YouTube and on the Senate portal.

Changes in the appearance of the nipple, such as sudden nipple reversal.

Spontaneous discharge of nipple or formation of scabs or wounds.

Inward dimpling of the breast tissue, as if there was an indentation).

In addition, Facebook and Twitter avatars (profile images) as well as the covers were tempo-

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The Senate also produced a series of videos on the importance of breast cancer prevention and control. In all, seven internal programs were presented by the mastologists Doctor Daniele Calvano and Doctor Martinho Cândido on topics such as heredity, risk factors and forms of treatment. The material was produced by TV Senado and by the General Coordination of

The choice of the topics covered was based on the patients' main doubts, and the contents were defined by mastologists who work at the institution. The subjects that generate the most

In the doctors' point of view, knowledge is the first tool to prevent and fight the disease. If people know about the disease, they will not be afraid of the diagnosis, nor fear the treatment and are more likely to ask for help. In the case of breast cancer, early treatment guarantees a

The Secretariat of Social Communication, responsible for the campaign videos, had the goal to offer citizens direct and attractive material. Therefore, the average duration of each interprogram was 30 s. The idea was to get a quick, informative message that could come in

The Procuradoria Especial da Mulher (Women's Special Attorneyship) also promoted initiatives both inside and outside the Federal Senate, supporting that its intention was to draw the population's attention to the fact that women must have access to the cancer diagnosis and treatment. Its main goal was to make everyone aware that the campaign had reached as many

https://www12.senado.leg.br/noticias/videos/2017/10/quais-os-fatores-de-risco-para-o-cancer--

A nodule (lump), hardened and usually painless.

Figure 7. Rights of cancer patients—417,000 people reached; 3953 shares; 5016 likes. [Legend: "The right to health is a right for everybody and the duty of the state." This means that everyone affected by any disease, including cancer, is entitled to treatment by the health care agencies maintained by the Union, the States and the municipalities. Brazilian legislation ensures special rights to people who have malignant neoplasms, such as cancer and other serious diseases. Learn more: http://bit.ly/pacientesdecancer].

In the Senate, the bill 5/2016 which obliges the free breast reconstruction in cases of mutilation arising from cancer treatment is currently in progress. The innovation of this project in relation to the law in force is that the plastic surgery should be done on both breasts, even if the tumor manifests only in one, so that the symmetry between the two breasts is guaranteed.

#### Learn more: http://bit.ly/2xR7cVU /Give your opinion: http://bit.ly/PLC05-2016

Do you have any questions about breast cancer and its treatment? Type your question in the comments. On Monday, October 6th, the Mastologist Doctor Daniele Carvalho will answer the main questions live, here on the page.

What to look for in the self-exam?

Most breast cancers are discovered by women themselves.

The main symptoms are:

In the Senate, the bill 5/2016 which obliges the free breast reconstruction in cases of mutilation arising from cancer treatment is currently in progress. The innovation of this project in relation to the law in force is that the plastic surgery should be done on both breasts, even if the tumor

Figure 7. Rights of cancer patients—417,000 people reached; 3953 shares; 5016 likes. [Legend: "The right to health is a right for everybody and the duty of the state." This means that everyone affected by any disease, including cancer, is entitled to treatment by the health care agencies maintained by the Union, the States and the municipalities. Brazilian legislation ensures special rights to people who have malignant neoplasms, such as cancer and other serious diseases.

Do you have any questions about breast cancer and its treatment? Type your question in the comments. On Monday, October 6th, the Mastologist Doctor Daniele Carvalho will answer the

manifests only in one, so that the symmetry between the two breasts is guaranteed.

Learn more: http://bit.ly/2xR7cVU /Give your opinion: http://bit.ly/PLC05-2016

main questions live, here on the page.

Learn more: http://bit.ly/pacientesdecancer].

70 Selected Issues in Global Health Communications

A nodule (lump), hardened and usually painless.

Changes in the appearance of the nipple, such as sudden nipple reversal.

Spontaneous discharge of nipple or formation of scabs or wounds.

Reddish breast skin. Retracted or similar to orange peel.

Small nodules in the region under the arms (armpits) or neck.

Inward dimpling of the breast tissue, as if there was an indentation).

In addition, Facebook and Twitter avatars (profile images) as well as the covers were temporarily changed.

The Senate also produced a series of videos on the importance of breast cancer prevention and control. In all, seven internal programs were presented by the mastologists Doctor Daniele Calvano and Doctor Martinho Cândido on topics such as heredity, risk factors and forms of treatment. The material was produced by TV Senado and by the General Coordination of Health, in connection with the Secretary of Human Resources.

The choice of the topics covered was based on the patients' main doubts, and the contents were defined by mastologists who work at the institution. The subjects that generate the most curiosity among the patients were then chosen.

In the doctors' point of view, knowledge is the first tool to prevent and fight the disease. If people know about the disease, they will not be afraid of the diagnosis, nor fear the treatment and are more likely to ask for help. In the case of breast cancer, early treatment guarantees a good chance of cure.

The Secretariat of Social Communication, responsible for the campaign videos, had the goal to offer citizens direct and attractive material. Therefore, the average duration of each interprogram was 30 s. The idea was to get a quick, informative message that could come in between TV shows.

The Procuradoria Especial da Mulher (Women's Special Attorneyship) also promoted initiatives both inside and outside the Federal Senate, supporting that its intention was to draw the population's attention to the fact that women must have access to the cancer diagnosis and treatment. Its main goal was to make everyone aware that the campaign had reached as many people as possible, through the use of social media.

The videos are available on YouTube and on the Senate portal.

https://www12.senado.leg.br/noticias/videos/2017/10/quais-os-fatores-de-risco-para-o-cancer- de-mama

https://www.youtube.com/watch?v=BIHvRurHahE&list=PLLLnytnGoqiYLAsjeepfk312REkzb1iE9

The link for the playlist page of Pink October on YouTube is

https://www.youtube.com/playlist?list=PLLLnytnGoqiYLAsjeepfk312REkzb1iE9

The seven videos on YouTube reached the following number of people:


A series of articles and news were published online on the Senate's Intranet. The titles and the reading access number are as follows:

• Outubro Rosa: vídeos produzidos pelo Senado auxiliam na prevenção ao câncer de mama (Pink October: Videos produced by the Senate help in preventing breast cancer): 19 views

Although the target audience of the campaign has been the outsourced employees of the Senate, in terms of information and clarification, the campaign has reached a much broader

Title Type Total access (through social

Special TV Show Cidadania. 10/03/2017

Social Marketing and Health Communication: A Case Study at the Brazilian Federal Senate

News Article 10/10/2017

Video 10/13/2017

Video 10/04/2017

Video 10/09/2017

Video 10/16/2017

News article 10/03/2017

media and search engines)

73

1738

http://dx.doi.org/10.5772/intechopen.78126

272

88

157

261

123

500

When examining the campaign from the point of view of the 7 Ps of social marketing, according to Fine, and quoted by Bates [43], we have answers for the following questions:

(b) Who makes up the potential Purchasers that we must address, and what needs and desires

An immediate audience, composed of the outsourced employees without access to resources for medical tests, a wider audience composed of all the internal audience (other female servers in the Senate), and the general public, reached by the message, which is all the women who are part of the audience outside the Senate, who were reached either by social media, or by more

Basically the detailed information about breast cancer and its prevention, and the clinical and

internal and external audience, as shown by the visualization metrics of the activities.

(a) Who is the Producer, the source of the promotional message? The Senate as well as expert partners were the message producers.

Outubro Rosa conscientiza sobre prevenção do câncer de mama (Pink October raises awareness on breast cancer prevention)

Senado promove nesta terça conversa pelo Facebook sobre câncer

Outubro Rosa visa desmistificar o câncer de mama, afirma médica (Pink October aims to demystify breast cancer, says doctor)

(This coming Thursday, the Senate promotes conversation by

de mama

Facebook about breast cancer)

Como prevenir o câncer de mama? (How to prevent breast cancer?)

Todo câncer de mama é hereditário? (Is every breast cancer case hereditary?)

Quais os fatores de risco para o câncer de mama? (What are the risk factors for breast cancer?)

Aberta campanha Outubro Rosa no Congresso Nacional (Pink October Campaign is released in the National Congress)

traditional communication vehicles such as the radio, TV and newspaper.

(c) What Products can be identified specifically to meet those needs?

hospital tests and doctors consultations carried out.

do these people have?


With a much broader target, the Senate's homepage on the Internet reached results as shown below for the following news:


Although the target audience of the campaign has been the outsourced employees of the Senate, in terms of information and clarification, the campaign has reached a much broader internal and external audience, as shown by the visualization metrics of the activities.

When examining the campaign from the point of view of the 7 Ps of social marketing, according to Fine, and quoted by Bates [43], we have answers for the following questions:

(a) Who is the Producer, the source of the promotional message?

https://www.youtube.com/watch?v=BIHvRurHahE&list=PLLLnytnGoqiYLAs-

https://www.youtube.com/playlist?list=PLLLnytnGoqiYLAsjeepfk312REkzb1iE9

A series of articles and news were published online on the Senate's Intranet. The titles and the

• Outubro Rosa: vídeos produzidos pelo Senado auxiliam na prevenção ao câncer de mama (Pink October: Videos produced by the Senate help in preventing breast cancer): 19 views

• Outubro Rosa alerta para necessidade do diagnóstico precoce do câncer (Pink October

• Outubro Rosa é aberto com alerta sobre importância da prevenção contra o câncer (Pink October opening with warning about the importance of cancer prevention): 418 views • Terceirizadas passam por triagem no SIS para fazer mamografia gratuitamente (Outsourcers

• Estilo de vida e herança genética podem causar câncer, afirmam especialistas (Lifestyle

• Talk show com médicos, nesta quinta, discute a prevenção do câncer de mama (Talk show

• Senado promove nesta quarta conversa pelo Facebook sobre câncer de mama (This coming Wednesday, the Senate promotes conversation by Facebook about breast cancer): 48

With a much broader target, the Senate's homepage on the Internet reached results as shown

The seven videos on YouTube reached the following number of people:

The link for the playlist page of Pink October on YouTube is

3. What are the genetic factors of breast cancer? = 101

4. What are the risk factors for breast cancer? = 337

5. Forms of treatment for breast cancer = 33

reading access number are as follows:

views

below for the following news:

6. Breast reconstruction guaranteed by law = 27

7. How many new cancer cases occur in Brazil? = 23

alert to the need for early diagnosis of cancer): 781 views

undergo triage in SIS for free mammography): 393 views

and genetic inheritance can cause cancer, experts say): 327 views

with doctors, this Thursday, discusses breast cancer prevention): 71 views

1. How to prevent breast cancer = 391 2. Is all breast cancer hereditary? = 181

72 Selected Issues in Global Health Communications

jeepfk312REkzb1iE9

The Senate as well as expert partners were the message producers.

(b) Who makes up the potential Purchasers that we must address, and what needs and desires do these people have?

An immediate audience, composed of the outsourced employees without access to resources for medical tests, a wider audience composed of all the internal audience (other female servers in the Senate), and the general public, reached by the message, which is all the women who are part of the audience outside the Senate, who were reached either by social media, or by more traditional communication vehicles such as the radio, TV and newspaper.

(c) What Products can be identified specifically to meet those needs?

Basically the detailed information about breast cancer and its prevention, and the clinical and hospital tests and doctors consultations carried out.

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

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

awareness of a wider audience, and the numbers registered show the campaign was extremely

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The high point of the initiative was being able to have the full support of the Public Health System to conduct the exams. It was a very important strategic partnership for the 2017 campaign, one that must be cherished and nurtured. Nevertheless, some mammograms were not performed within the expected period, due to problems commonly found in public hospitals nationwide, such as lack of personnel and equipment availability. This issue should be carefully addressed in the future editions of the Pink October campaign, for a more precise

Other public and private institutions can take advantage of the strategies—and, literally, of all the informational materials produced –, although adjustments on the brand are needed, specially due to the fact that the October Rosa brand in the Senate has used the silhouette of the

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

[1] Sheth J, Frazier G. A model of strategy mix for planned social change. Journal of Market-

[2] Andreasen A. The life trajectory of social marketing: Some implications. Marketing The-

logistics and service for the women targeted in the program.

Elisângela Tarouco for the context and grammar review.

Paulo Ricardo dos Santos Meira1,2,3\*, Ilana Trombka2,3,4 and

4 Board Council of the Senate's Health Integrated System, Brazil

ory [SAGE]. 2003, 2003;3:293-303. DOI: 10.1177/147059310333004

\*Address all correspondence to: paulomeira@gmail.com

1 Universidade Federal do Rio Grande do Sul, Brazil

3 Instituto Legislativo Brasileiro (ILB), Brazil

building of the National Congress.

Daniele Carvalho Calvano Mendes<sup>2</sup>

2 Brazilian Federal Senate, Brazil,

ing. 1982;46(1, Winter):15-26

Acknowledgements

Author details

References

successful.

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

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 time and Place, for the buyer?

The internal infrastructure of the health service of the Federal Senate was provided, in partnership with the infrastructure of public health, at the time of the tests.

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

Metrics for disclosure, visualization, and reviews of materials and postings were evaluated, as well as spontaneous manifestations of participants.
