Communication for health promotion: the advertising campaigns on tuberculosis in Brazil

• Main Authors: Maira Rossetto (Author), Lilian Zielke Hesler (Author), Rosana Maffacciolli (Author), Cristianne Famer Rocha (Author), Dora Lucia de Oliveira (Author)
• Format: Book
• Published: Universidade Federal de Santa Maria, 2017-05-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.
• Notes: 2179-7692; 2179-7692; 10.5902/2179769222801
• Keywords: tuberculose; educação em saúde; comunicação; promoção da saúde; Medicine; R; Nursing; RT1-120
• Source: Revista de Enfermagem da Universidade Federal de Santa Maria, Vol 7, Iss 1, Pp 18-28 (2017)

Aim: to analyze the content of advertising campaigns on tuberculosis produced by the Brazilian Ministry of Health in Brazil. Method: supported by the Health Promotion and Health Education benchmarks, analysis have been conducted in the campaigns carried out in the years of 2007, 2008, 2010 and 2011. Results: two thematic categories resulted from the analysis: "Cough can be tuberculosis! The treatment is free and should not be interrupted!" and "The ill and the disease: an image composition in advertising campaigns." The texts appeal for individual consciousness and self-care based on the connection among health, absence of symptoms and adopting a surveillance attitude to avoid them. The used images are constituted by elements with low representativity of the diseased person's reality. Conclusions: these reflections contribute to the field of health and nursing, especially as they produce an ethical conscience committed to reducing vulnerabilities and protecting life