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

Abstract

This chapter aims to show how a breast cancer campaign can be successfully planned and how the expected results can be achieved, in accordance with the best practices of health communication under the social marketing paradigm. The case study is the Pink October (month dedicated to women’s health) at the Brazilian Federal Senate, in 2017, result of interdepartmental (Top Management, Health, Human Resources and Social Communication areas) and interinstitutional (Federal Senate, Government of the Federal District and health-related institutions) partnership efforts. Social marketing, internal marketing and endobranding concepts are explored, as well as the breast cancer issue, in order to provide a better understanding among interested readers. While results are positive, some challenges and concerns are brought to light, which point to the need for improvements in the Pink October program for the coming years. The case study involved literature review, analysis of media articles and focused interviews