The influence of advertising campaigns with Zé Gotinha on national immunization

Abstract

Advertising influences people in various ways, from consumption habits to the dissemination of important social and humanitarian information. It can shape preferences, create needs, and even influence values and behaviors. However, advertising can also be used for good, educating and raising awareness about relevant issues, promoting social causes, and encouraging positive actions in society. When used ethically and responsibly, advertising can have a significant impact on people's lives and in building a better world. The objective of this study is to understand the influence of Zé Gotinha on national immunization through its advertising campaign starting in 1988, by means of a literature review to gather bibliographies with a descriptive qualitative approach and quantitative research through basic questionnaires. This investigation provided valuable insights into how the character Zé Gotinha was responsible for adherence to public health in Brazil, promoting safety and confidence in immunization and leading to the eradication of the disease from its first campaign in 1994. This research not only expands the understanding of state and public health communication, awareness, and community development, but also offers practical insights for communication professionals.