Between social welfare and public power: An analysis of social marketing strategies for blood donation

Abstract

Objective: this study has the objective of analyzing how government actions for blood donation are perceived by donors, not donors and potential donors. Method: a descriptive research was developed with two approaches: quantitative and qualitative. The quantitative stage comprised a sample composed by 641 individuals, whose data were analyzed through Exploratory Factor Analysis. The qualitative step was performed with 31 subjects and the interviews were analyzed using the Content Analysis technique. Originality/ Relevance: as a topic of study, it is a recurring issue in the Brazilian public health sphere and increasingly analyzed in the light of social marketing. Results: As the most important result it was verified that the campaigns are not carried out as a way of modifying the behavior of individuals, and, rather than that, as an emergency action to meet an eminent need of blood banks. Theoretical/ methodological contributions: the quantitative approach allowed the identification of an underlying structure of a data matrix, determined the number of constructs and their respective natures. The qualitative approach aimed at the categorization and the search for its meanings. Social/ management contributions: there has been precariousness in the strategies related to blood donation that the government puts into practice, since these go against the educational proposal present in social marketing theory.