Outubro Rosa Brasil: marketing social a bem da saúde

Abstract

The campaign “Pink October” achieved enough visibility in Brazil with social actions promoted by the National Cancer Institute (INCA) “José Alencar Gomes da Silva”. The INCA is part of actions of the Federal Government and belongs to the organizational structure of the Ministério da Saúde (Ministry of Health). Numerous private Brazilian companies also shares the idea, and each year, in October, held shares to the control and prevention of breast cancer.

This work has the objective to analyze the social marketing activities used in this action. Such policies aim to draw the attention of people when the need for prevention of breast cancer and the risks posed by this disease, thus aiming at a behavioral change in society for this purpose.