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Desenvolvimento de uma campanha de comunicação
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Resumo(s)
A presente investigação foca-se principalmente no Design social para a criação de uma campanha
de comunicação para os idosos residentes na Freguesia de Alvalade.
A mesma aborda o problema do sedentarismo nos idosos e os consequentes riscos que pode
causar. Sendo assim, utilizou-se o design social como forma de informar e alertar os cidadãos
para o problema e consequentemente para a mudança de comportamentos considerados de risco
para a sua saúde.
O aumento demográfico da população idosa representa um dos muitos desafios da atualidade.
Devido ao envelhecimento, a qualidade de vida e a saúde ficam restritas e acabam por desenvolver
diversos problemas tanto a nível físico, psicológico, social e funcional. Por isso é importante
proporcionar estratégias de intervenção que alertem para a problemática envolvente e estimulem
a prática da atividade física com o intuito de oferecer longevidade à terceira idade e garantir-lhes
uma melhor qualidade de vida, trazendo outros benefícios importantes como a socialização, a
autonomia e a independência.
O objetivo principal desta investigação foi a criação de uma campanha de comunicação/sensibilização
que incentivasse não só os idosos a mudar comportamentos de risco, como também sensibilizar
para a problemática envolvente e alertar a população para o sedentarismo, considerado
um problema de saúde pública.
Para o desenvolvimento desta investigação, foi necessário adquirir conhecimentos dos temas
analisados e estudados, que serviu para aplicar posteriormente na parte prática do projeto, no
desenvolvimento da campanha de comunicação. No que respeita à metodologia, recorreu-se a
métodos intervencionistas e não-intervencionistas de base qualitativa, que consistem nas reuniões
realizadas, na revisão da literatura, nos estudo de casos e na investigação ativa, referente
ao desenvolvimento do projeto.
Todo o material informativo desenvolvido destina-se para transmitir uma mensagem mais eficaz
do projeto Green Active Spot (GAS) da Faculdade de Motricidade Humana, considerando que se
tornou benéfico e apelativo, promovendo a utilização dos espaços verdes e toda a informação
que a plataforma GAS oferece à população residente em Alvalade.
ABSTRACT : The main focus of this research is social design in a communication campaign targeting the elderly residing in Alvalade, a neigborhood in Lisbon, Portugal. Our approach is to analise sedentarism among the elderly and the risks it can bring them. As such, this social design approach was used as a way to inform and bring awareness to this issue, as well as to the importance of a much needed behavioural change, in order to diminish and prevent health risks. Nowadays, the increase of the older population worldwide represents one of the most important challenges we, as a society, have to face. Due to population-ageing, the quality of life and health care tend to be restricted and often endup leading to physical, psychological, functional and social problems. Therefore, it's important to adopt and maintain an active lifestyle, in order to diminish and even prevent ageing associated problems and diseases. Moreover, an active lifestyle brings all sorts of health benefits enhancing and prolonging motor skills and functional capacities increasing the quality of life, independence and health of an older population. Hence, it's important to always provide intervention strategies that possibly will alert to age related issues and to stimulate the practice of an active lifestyle aiming for healthy longevity. The main purpose of this study was the creation of a communication and an awareness campaign in order to motivate not only the elderly, but also the general population, to the fact that sedentarism is a public health issue, and that it is important to change attitudes, so we can reduce risk behaviours. In order to develop this study, it was necessary to gather knowledge on the evolving topics that would, posteriorly be used in the practical part of the project that concerns the development of the communication campaign. With regard to the methodology, we resort to quality based interventionist and non-interventionist methods that consist in meetings, literary research, case studies and active research concerning the project development. All the informative material developed was intended to transmit a more effective message about the Green Active Spot (GAS) Project by the Faculdade de Motricidade Humana (Faculty of Human Kinetics, University of Lisbon) was considered highly appealing and positive because it successfully promotes green spaces and the work being done close to Alvalade residents
ABSTRACT : The main focus of this research is social design in a communication campaign targeting the elderly residing in Alvalade, a neigborhood in Lisbon, Portugal. Our approach is to analise sedentarism among the elderly and the risks it can bring them. As such, this social design approach was used as a way to inform and bring awareness to this issue, as well as to the importance of a much needed behavioural change, in order to diminish and prevent health risks. Nowadays, the increase of the older population worldwide represents one of the most important challenges we, as a society, have to face. Due to population-ageing, the quality of life and health care tend to be restricted and often endup leading to physical, psychological, functional and social problems. Therefore, it's important to adopt and maintain an active lifestyle, in order to diminish and even prevent ageing associated problems and diseases. Moreover, an active lifestyle brings all sorts of health benefits enhancing and prolonging motor skills and functional capacities increasing the quality of life, independence and health of an older population. Hence, it's important to always provide intervention strategies that possibly will alert to age related issues and to stimulate the practice of an active lifestyle aiming for healthy longevity. The main purpose of this study was the creation of a communication and an awareness campaign in order to motivate not only the elderly, but also the general population, to the fact that sedentarism is a public health issue, and that it is important to change attitudes, so we can reduce risk behaviours. In order to develop this study, it was necessary to gather knowledge on the evolving topics that would, posteriorly be used in the practical part of the project that concerns the development of the communication campaign. With regard to the methodology, we resort to quality based interventionist and non-interventionist methods that consist in meetings, literary research, case studies and active research concerning the project development. All the informative material developed was intended to transmit a more effective message about the Green Active Spot (GAS) Project by the Faculdade de Motricidade Humana (Faculty of Human Kinetics, University of Lisbon) was considered highly appealing and positive because it successfully promotes green spaces and the work being done close to Alvalade residents
Descrição
Dissertação de Mestrado em Design com a especialização em Design de Comunicação apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.
Palavras-chave
Desig digital Design inclusivo Envelhecimento Promoção de atividade física Campanhas de comunicação Social design Inclusive Design Aging Promotion of physical activity Communication campaign
Contexto Educativo
Citação
PIMENTA, Bruna Raquel da Silva - Desenvolvimento de uma campanha de comunicação : sensibilização e promoção da atividade física na população idosa. - Lisboa : FA, 2920. Dissertação de Mestrado.
Editora
Universidade de Lisboa, Faculdade de Arquitetura