O marketing social da APAV – Campanha “Vamos mudar a conversa”

Abstract

The article aims to analyse the impact of the social marketing campaign “Vamos Mudar A Conversa” (“let’s change the conversation”), implemented by APAV, the Portuguese Association of Victim Support, against domestic abuse. This campaign stands out, not only for the expressions used, but also because it represents the male gender, since the topic of domestic abuse is usually characterised by female victims. By carrying out this kind of campaigns and implementing social marketing, APAV aims to warn society of this type of behaviour and, consequently, to change it. Especially, because in Portugal domestic violence is a public crime, meaning everyone can and should report it to the authorities.