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A influência de uma boa comunicação para uma maior notoriedade das IPSS em Portugal: o caso banco do bebé
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Abstract(s)
O tema desta Tese de Projeto debruçou-se sobre a influência de uma boa comunicação para obtenção de uma maior notoriedade das Instituições Parti-culares de Solidariedade Social (IPSS) em Portugal, tomando como caso de estudo a IPSS Banco do Bebé. Este trabalho de investigação surgiu com o pro-pósito de se perceber a razão pela qual as IPSS são insustentáveis economicamente e se a sua notoriedade poderá estar relacionada com essa insustentabilidade.
O objetivo do projeto passou pela criação de um plano de comunicação para que esta IPSS consiga sensibilizar a sociedade e contrariar a sua perceção inadequada acerca das IPSS. Tendo em conta a questão de investigação: Como é que a comunicação (incluindo a publicidade) pode ajudar a difundir melhor a imagem de uma IPSS (e torná-la mais sustentável economicamente)? A autora desenvolveu um estudo elabo-rado sobre uma IPSS em específico, Banco do Bebé. Não foi feita uma análise generalizada e superficial sobre as IPSS tendo em conta que um estudo mais pormenorizado sobre uma dada IPSS pode facilitar o esclarecimento da questão imposta e a resposta obtida pode revelar-se transversal a todas as outras IPSS, o que se traduz numa abordagem ao problema mais eficaz.
Relativamente à metodologia utilizada, primeiramente foi realizada uma pesquisa bibliográfica e revisão de literatura de modo a compreender con-ceitos que fossem pertinentes para a realização do projeto final. A metodologia utilizada foi apoiada num tipo de metodologia colaborativa, tendo como obje-tivo a reformulação e o reajuste de ideias para obtenção de várias soluções até que seja possível encontrar a solução que seja mais satisfatória e faça mais sentido. Sendo uma pesquisa colaborativa, foi necessário contactar o objeto de estudo e outras entidades para a realização de pequenos questionários e sessões de brainstorming para que, posteriormente, fosse possível à autora obter res-postas e conclusões mais benéficas e importantes para o seu projeto.
No final do projeto foi realizado um questionário ao público-alvo para validar a ideia de maquete proposta pela autora que apresenta uma possível so-lução face à problemática da sua investigação.
The theme of this Project Thesis is focused on the influence that good com-munication might have on the greater notoriety of Private Social Solidarity In-stitutions (IPSS) in Portugal, taking IPSS “Banco do Bebé” as a case study. This research work emerged from the necessity to better understand the reason why IPSS are economically unsustainable and whether its notoriety could be related to this unsustainability. The purpose of this project was to create a communication plan so that this IPSS could sensitize society and counteract its mispercep-tion concerning IPSS. Considering the research question: How can communication (including advertising) help to better disseminate the image of an IPSS (and make it more economically sustainable)? The author has developed an elaborate study about a given IPSS, “Banco do Bebé”. An extensive and su-perficial analysis of IPSS was not carried out considering that a more detailed study of a given IPSS could facilitate the clarification of the imposed question and the obtained answer could be transversal to all others IPSS, which translates into a more effective approach to the problem. Regarding the used methodology, a literature research was first carried out in order to understand concepts that would be pertinent to the execution of the final project. The used methodology was supported by a collaborative type of meth-odology, with the aim of reformulating and redesigning ideas to obtain several solutions until it is possible to find the solution that is more satisfactory and that makes more sense. As a collaborative research, it was necessary to contact the object of study and other entities to perform small questionnaires and brain-storming sessions so that, afterward, the author could obtain answers and con-clusions that are more beneficial and important for the project. For the validation of the project the target audience was given a questionnaire to evaluate whether it would be possible to validate the idea of the proposed model by the author, which, in its view, will be a possible solution to the problem of its investigation.
The theme of this Project Thesis is focused on the influence that good com-munication might have on the greater notoriety of Private Social Solidarity In-stitutions (IPSS) in Portugal, taking IPSS “Banco do Bebé” as a case study. This research work emerged from the necessity to better understand the reason why IPSS are economically unsustainable and whether its notoriety could be related to this unsustainability. The purpose of this project was to create a communication plan so that this IPSS could sensitize society and counteract its mispercep-tion concerning IPSS. Considering the research question: How can communication (including advertising) help to better disseminate the image of an IPSS (and make it more economically sustainable)? The author has developed an elaborate study about a given IPSS, “Banco do Bebé”. An extensive and su-perficial analysis of IPSS was not carried out considering that a more detailed study of a given IPSS could facilitate the clarification of the imposed question and the obtained answer could be transversal to all others IPSS, which translates into a more effective approach to the problem. Regarding the used methodology, a literature research was first carried out in order to understand concepts that would be pertinent to the execution of the final project. The used methodology was supported by a collaborative type of meth-odology, with the aim of reformulating and redesigning ideas to obtain several solutions until it is possible to find the solution that is more satisfactory and that makes more sense. As a collaborative research, it was necessary to contact the object of study and other entities to perform small questionnaires and brain-storming sessions so that, afterward, the author could obtain answers and con-clusions that are more beneficial and important for the project. For the validation of the project the target audience was given a questionnaire to evaluate whether it would be possible to validate the idea of the proposed model by the author, which, in its view, will be a possible solution to the problem of its investigation.
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Keywords
Setor social IPSS-Portugal Notoriedade Marketing social Comunicação Projeto de mestrado