Strategic communication for youth awareness during a Covid-19 outbreak: when the target becomes the creator

Hernâni Zão Oliveira and Helena Lima
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Hernâni Zão Oliveira: University of Évora, School of Social Sciences, Management Department, Portugal, CITCEM – Transdisciplinary Research Center for Culture, Space and Memory, Porto, Portugal
Helena Lima: University of Porto, Faculty of Arts and Humanities, Portugal, CITCEM – Transdisciplinary Research Center for Culture, Space and Memory, Porto, Portugal

Technium Social Sciences Journal, 2025, vol. 67, issue 1, 181-192

Abstract: During Covid-19 pandemic, a communication campaign promoted by a municipality in Portugal was unable to modify the risk behaviour of teenagers in schools. With the increase in safety rules, the exhaustion of teenagers gave way to revolt and disrespect - students started to remain at the school gates without masks and sharing cigarettes among themselves. The “Every Day Counts” campaign was developed to fix the extremely top-down orientation of the first campaign and to increase the impact of target-oriented communication via local government. Based on a Manifesto to other schools, the students with deviant behaviours were invited to co-create this new initiative. Three complementary products were developed: an animated film; a set of physical billboards distributed throughout the city; and a collection of bracelets that the participants used to promote the campaign. The materials were shared by 80 schools and 7 of them asked for help to replicate the same participatory methodology with their students. Furthermore, reports of deviant behaviour at the municipal school became residual.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:tec:journl:ojs:12365

DOI: 10.47577/tssj.v67i1.12365

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