Citizen awareness campaign on Patient Safety: Communication Plan Model

Abstract

The information, as a mechanism of awareness, awakens our interest towards something that until now could have gone unnoticed. We become aware and we want to know more about it. In turn, a higher level of knowledge promotes a change of opinion and may also a change in attitude and behavior. But it is not easy to "get the information". Selecting the properly messages, adapting them to the characteristics of each target, and using channels "tailored" to the target audience are key factors for the efficient development of communication actions. We have applied the mechanisms used by companies and non-health institutions to position their products in the market. We do not invent anything, we simply show that the "health product" can be "sold" using the same communication resources of the most conventional consumer product. We describe the communication plan used for the Citizen Awareness Campaign on Patient Safety, a communication experience in health that can be extrapolated to any area of knowledge. We propose a valid Communication Plan Model for its application in any area of the public sphere: educational, civic, socio-sanitary, etc.