What do you know? How do you know? The technologies and the communication in the processes of social intervention for the prevention of STI /AIDS ABREU, Luciana O. P. ABBATE, Maria Cristina; LIMA, Marcia; LOPES, Maria Elisabeth de B. R.; SANTOS, Flávio A.; CARVALHO, Luísa de F.; RAMOLO, Roberto; MONTEIRO, Celso G.
“Know-how requires the discovery of links ignored, potentials and neglected”. (Araujo apud Sovik, 2007; 111)
Background: São Paulo city has 12 million people and 18% of AIDS cases in Brazil. With this magnitude, we live with a behavioral epidemic, cultural and generational, in constant action. To take information to this population, the Municipal Programme of STI / AIDS (MP STI/AIDS) invests in communications technology and research. As part of this work, the MP STI/AIDS, developed in 2010, a research about AIDS in São Paulo, which goal was to identify opinions, actions and practices about STI/AIDS among men and women aged 15 to 49 years old. Among other results, the research pointed the preference of communication channels by São Paulo citizens.
Methods: For this, the MP STI/AIDS invests in new technologies like social and corporates media, that allows an indirect interaction. However, it retains much of the investment in graphic materials, through the collective construction, achievement mass media campaigns and press media.
Results:
The research pointed that 93% of people believe that television is still the favorite channel of communication, followed by brochures (90%), radio (77%) and newspapers (74%), respectively. Annually, we produce 3.5 million of graphic materials, 15 mass campaigns and we guide the media at least once a month.
Conclusions: In spite of the fact the social media be essential in the dissemination of information, they still require resources and skills, what in a city with much diversity, did not show an effective communication channel. For effective work for the democratization of information, it is need to consider the experiences, actions, behaviors, cultural and social differences of each individual, but more than it, requires an integrated network of health care, composed of governmental and private organs and civil society.