3.1. Planning

well as the advertising creation of audiovisual products that were scattered throughout the legislative house [35]. In social media, advertising campaigns are disseminated primarily on institutional profiles in Facebook, Google Plus and Twitter networks. These campaigns can be divided into "institutional," "public utility" and "corporate," according to their main purpose. From 2015 on, the General Director of the Senate has gathered a small group of staff who responds directly to her in order to get a closer coordination of the internal communication

Advances in coping with breast cancer and women's empowerment were the main focus of the Pink October campaign of 2017. The pink ribbon symbolizes the fight against the disease and the movement aims to stimulate the participation of the population, of businesses and of

The Federal Senate has released the Pink October Campaign as part of its 2015 Commitment Letter, which arouse from the concern regarding the health and the quality of life of its servers, ratified by the 2017–2018 Strategic Objectives document, in which this concern is again mentioned, obtaining the full support of the institution. Since the Senate has the institutional motivation, the resources and the health statistics to corroborate the importance of this initia-

The release of the "Outubro Rosa" campaign against Breast Cancer was held on October 3, 2017, with the pink 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 the General Board and other sectors of the two Houses, came together once again to organize various events

In the 2017 program, significant actions were conducted, such as the special moment for the outsourced collaborators of the House who, in addition to taking part in the activities proposed for the day, obtained medical referral for a mammography examination with a profes-

There was also a close chat with mastologists, geneticists and gynecologists, during which the female staff were able to ask questions about breast cancer and other issues. The initiative was

According to Doctor Daniele Mendes, "everyone has a beloved wife, a sister, a mother, a friend, a co-worker." The main message today is to face the disease, knowing that medicine offers a wide range of effective treatments, especially for breast cancer. It is worth investing and insisting on the early diagnosis. She claims that campaigns such as the Pink October are important since, the more this relevant information is disseminated, the less fear will be faced by women when learning about a diagnosis. Knowledge is a powerful tool because it lowers

initiatives, and that was the case of the Pink October 2017 edition.

tive, the project was thoroughly carried out by all the participants.

provided free of charge by a specialized institution [40].

institutions and to warn women about prevention.

3. Pink October case

64 Selected Issues in Global Health Communications

during the month.

sional follow-up.

An initial briefing took place in March 2017, in which the General Director of the Senate presented the initial ideas on the possibility of deepening and expanding the activities of the Pink October, traditionally carried out every year, aiming to extend the benefits to the outsourced employees of the Federal Senate. At the meeting, two mastologists from the Federal Senate, Doctor Daniele Carvalho Calvano Mendes and Doctor Martinho Cândido de Albuquerque dos Santos, constructively shared views and ideas consistent with the Director-General's initiative of deciding to offer breast cancer exams—mammograms—over the public health services network to outsourced employees. In order to achieve this goal, the Directors of the Senate contacted the Health Secretary of the Federal District Government and consolidated the partnership, without any direct costs for this economically disadvantaged public.

Contacts were also made with the Internal Communication team of the Social Communication Secretariat of the Senate, so that a wide dissemination network could be formed. In a technical meeting with the area, other Secretariat teams were convened, so that an internal communication effort could be made in order to have available all the communication means of the institution, such as social media, web portal, newspaper, TV and radio of the Federal Senate, whose scope is relevant in terms of reaching out to the public.

The Department of Quality of Life at Work has been assigned as well to collaborate in the process.

In the case of the Pink October, the brand development for such an endobranding initiative has been created by an art director who works for the General Director staff, Mr. Thomas Cortes, responsible for creating other internal campaigns as well. The brand shows the silhouette of the National Congress (Federal Senate + House of Representatives) inside a rose (Figure 1).

Figure 1. Pink October brand.
