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O programa "Estou Aqui": avaliar e desenhar a estratégia da comunicação
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| 2.86 MB | Adobe PDF |
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Abstract(s)
O Programa “Estou Aqui” da PSP nasceu em 2012, com o objetivo de garantir segurança
e bem-estar a crianças em situação de vulnerabilidade e caracteriza-se por uma comunicação
disruptiva, inédita e diferenciada de outros programas desenvolvidos internacionalmente,
alavancando as potencialidades que as tecnologias fizeram emergir. A sua conceção simples e
intuitiva, alicerçada numa comunicação objetiva, marcaram a sua existência até aos dias de hoje.
A adesão ao programa, de acordo com os números que temos acesso, permitem afirmar que a
sua taxa de crescimento tem sido gradual e positiva, mantendo níveis de procura consideráveis
de pulseiras para as crianças.
O principal objetivo deste trabalho é avaliar a estratégia de comunicação e identificar,
objetivamente, os seus pontos fortes e debilidades, reconhecendo as potencialidades que possui.
A metodologia incluiu, além da revisão do estado da arte, o recurso a um inquérito aos
requerentes do Programa, na qualidade de pais, tutores, educadores, a análise das estatísticas
referentes à sua utilização, a apreciação das notícias publicadas e as técnicas de entrevista a duas
informadoras qualificadas com a correspondente análise de conteúdo.
Quanto aos resultados previstos espera-se fornecer uma contribuição para o
fortalecimento do Programa, alavancando-o para o futuro, para que continue a constituir-se
como um importante referencial de segurança das crianças e promotor de mensagens
impactantes e atuais para pais e educadores.
The PSP's ‘Estou Aqui’ (I'm Here) Programme was born in 2012 with the aim of guaranteeing the safety and well-being of children in vulnerable situations. It is characterised by disruptive communication, which is unprecedented and different from other programmes developed internationally, leveraging the potential that technologies have brought to light. Its simple and intuitive design, based on objective communication, has characterised its existence to this day. According to the figures we have access to, the programme's growth rate has been gradual and positive, maintaining considerable levels of demand for wristbands for children. The main aim of this work is to evaluate the communication strategy and objectively identify its strengths and weaknesses, while recognising its potential. In addition to a review of the state of the art, the methodology included a survey of applicants to the programme as parents, guardians and educators, an analysis of statistics on its use, an appraisal of published news items and interview techniques with two qualified informants and a corresponding content analysis. As for the expected results, we hope to contribute to strengthening the Programme, leveraging it for the future so that it continues to be an important reference point for child safety and promoting impactful and topical messages for parents and educators.
The PSP's ‘Estou Aqui’ (I'm Here) Programme was born in 2012 with the aim of guaranteeing the safety and well-being of children in vulnerable situations. It is characterised by disruptive communication, which is unprecedented and different from other programmes developed internationally, leveraging the potential that technologies have brought to light. Its simple and intuitive design, based on objective communication, has characterised its existence to this day. According to the figures we have access to, the programme's growth rate has been gradual and positive, maintaining considerable levels of demand for wristbands for children. The main aim of this work is to evaluate the communication strategy and objectively identify its strengths and weaknesses, while recognising its potential. In addition to a review of the state of the art, the methodology included a survey of applicants to the programme as parents, guardians and educators, an analysis of statistics on its use, an appraisal of published news items and interview techniques with two qualified informants and a corresponding content analysis. As for the expected results, we hope to contribute to strengthening the Programme, leveraging it for the future so that it continues to be an important reference point for child safety and promoting impactful and topical messages for parents and educators.
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Keywords
Comunicação Polícia estratégia visão crianças Estou Aqui Communication Police strategy vision children I'm Here