Over the years, various efforts have been made to improve immunization campaigns, especially through the 1980 introduction of National Vaccination Days against polio. Concern has been shown over the results of attempts to reach parents and others responsible for children under the age of five, and a variety of strategies have been tried. A trademark was created in Brazil, at first symbolic of the commitment to eradicate polio and, later, linked to all vaccines that should be administered during the first year of a child's life. This use of communication tools represents an endeavor to lend unity to the process without overriding local characteristics. Even today, Zé Gotinha symbolizes vaccines in Brazil. Leaving aside the controversy over whether campaigns inform or disinform, the experience has left its positive mark, clearly showing us it is necessary to explore motivations, advance research, and identify methodologies and techniques that will reach the general public and help people perceive that health services and activities are a citizen's right.
communication; campaigns; trademark; symbol; education; Zé Gotinha