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Authors
Advisor(s)
Abstract(s)
Em consequência da crescente e rápida propagação da informação, do assimilar de novos conhecimentos e do crescimento da consciência ecológica, temos vindo a assistir a uma sociedade que se torna cada vez mais tecnológica, mais crítica e mais informada. Como resultado, muitos são os consumidores que têm mudado os seus hábitos de consumo, questionando-se sobre o impacto que as suas atitudes têm no meio ambiente.
O presente trabalho é um projeto no âmbito do Publicidade e Marketing, alicerçado na revisão da literatura e na investigação de suporte, onde se propõe uma campanha de comunicação pré-teste para a iniciativa Grow uP Sharing. Esta iniciativa de uma associação portuguesa de jogos electrónicos (Grow uP Esports), visa a recolha de material informático (hardware e software) em segunda mão (doação a ser feita por parte de associados e voluntários da associação), para que se possa proceder à montagem (construção) de equipamentos informáticos (computadores) que posteriormente serão doados a crianças e jovens carenciados apoiados por instituições de caridade que se inscreverem nesta iniciativa. Assim, o nosso projeto tem como objetivo a criação da campanha que corresponde à 1ª fase do plano de comunicação da associação Grow uP Esports e é especialmente dirigida aos associados da Grow uP Esports, funcionando como pré-teste, tanto no que respeita à receptividade das pessoas, como “ensaio” à mecânica e logística da ação antes do alargamento do seu âmbito, a médio-longo prazo, aos domínios nacional e internacional.
A revisão da literatura focou-se nos temas considerados mais relevantes para o enquadramento do projeto e sua reflexão estratégica e criativa como a Sociedade de Consumo, o Consumo Verde, a Comunicação nos Social Media ou a Geração Millennial. Na investigação de suporte foi analisado o perfil e comportamento dos associados da Grow uP Esports, residentes em Portugal Continental, com recurso a variáveis socio-demográficas (género, idade, habilitações literárias, ocupação profissional, estado civil, área de residência e rendimentos), através de um questionário online.
Apesar do tema não ser totalmente desconhecido, este projeto é relevante na medida em
que, irá ajudar na divulgação de uma iniciativa de âmbito social, sob o signo da partilha, onde pessoas carenciadas podem ter a oportunidade de um ensino mais apoiado, e, portanto, mais capacitante, contribuindo simultaneamente para um planeta mais sustentável através de uma política de reutilização.
Através deste trabalho, ficou para nós claro que que a Comunicação tem um papel importante a desempenhar em parceria com estas iniciativas, procurando soluções que ajudem a mudar consciências e a tornar os nossos pequenos mundos lugares um pouco mais solidários e melhores.
ABSTRACT: As a result of the increasing burst and rapid spread of information, the assimilation of new knowledge and the growth of ecological awareness, we have been witnessing a society that is becoming more technological, more critical and more informed. As a result, many consumers have changed their consumption habits by questioning the impact their attitudes have on the environment. The present work is a project in the scope of Advertising and Marketing, based on literature review and support research, which proposes a pre-test communication campaign for the Grow uP Sharing initiative. This initiative of a portuguese association of electronic games (Grow uP Esports), aims the collection of second-hand computer - hardware and software - to be made by members and volunteers of the association, for construction of computer equipment, that will later it could be donated to underprivileged children and young people supported by charities that enroll in this initiative. Our project aims to create the campaign that corresponds to the first phase of the communication plan of the Grow uP Esports association and it is specially directed to the members of Grow uP Esports, functioning as a pre-test, both with regard to the people receptivity and as a "test" to the mechanics and logistics of action before the extension of its scope in the medium and long term to the national and international domains. The literature review focused on the themes considered most relevant to the project framework and its strategic and creative reflection such as the Consumer Society, Green Consumption, Communication in Social Media or the Millennial Generation. In support research, the profile and behavior of Grow uP Esports associates, resident in mainland Portugal, using socio-demographic variables (gender, age, literacy, professional occupation, marital status, area of residence and income) were analyzed. through an online questionnaire. Although the theme is not totally unknown, this project is relevant because it will help in the dissemination of a social initiative, under the sign of sharing, where needed people can have the opportunity for a more supported education and at the same time contributing to a more sustainable planet through a reuse policy. Through this work, it became clear to us that the Communication has an important role to play in partnership together with these initiatives, looking for solutions that help to change consciences and make our small worlds a little more solidary and a little bit better.
ABSTRACT: As a result of the increasing burst and rapid spread of information, the assimilation of new knowledge and the growth of ecological awareness, we have been witnessing a society that is becoming more technological, more critical and more informed. As a result, many consumers have changed their consumption habits by questioning the impact their attitudes have on the environment. The present work is a project in the scope of Advertising and Marketing, based on literature review and support research, which proposes a pre-test communication campaign for the Grow uP Sharing initiative. This initiative of a portuguese association of electronic games (Grow uP Esports), aims the collection of second-hand computer - hardware and software - to be made by members and volunteers of the association, for construction of computer equipment, that will later it could be donated to underprivileged children and young people supported by charities that enroll in this initiative. Our project aims to create the campaign that corresponds to the first phase of the communication plan of the Grow uP Esports association and it is specially directed to the members of Grow uP Esports, functioning as a pre-test, both with regard to the people receptivity and as a "test" to the mechanics and logistics of action before the extension of its scope in the medium and long term to the national and international domains. The literature review focused on the themes considered most relevant to the project framework and its strategic and creative reflection such as the Consumer Society, Green Consumption, Communication in Social Media or the Millennial Generation. In support research, the profile and behavior of Grow uP Esports associates, resident in mainland Portugal, using socio-demographic variables (gender, age, literacy, professional occupation, marital status, area of residence and income) were analyzed. through an online questionnaire. Although the theme is not totally unknown, this project is relevant because it will help in the dissemination of a social initiative, under the sign of sharing, where needed people can have the opportunity for a more supported education and at the same time contributing to a more sustainable planet through a reuse policy. Through this work, it became clear to us that the Communication has an important role to play in partnership together with these initiatives, looking for solutions that help to change consciences and make our small worlds a little more solidary and a little bit better.
Description
Trabalho de projeto apresentado à Escola Superior de Comunicação Social como requisito parcial para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Consumidores Consumidores ecologicos Campanhas de comunicação Partilha Material informático Jogos online Consumers Green consumers Communication campaigns Shares Computer equipment Online games
Citation
GUEDES, Liliana Marisa Gonçalves - Desenvolvimento de uma campanha de comunicação pré-teste para iniciativa Grow uP Sharing. Lisboa: IPL, Escola Superior de Comunicação Social, 2017. Trabalho de projeto.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social