Digital Information Service to Combat Violence against Women: The Comunica Mulher Project

Abstract

ABSTRACT The present study discusses the methods and outcomes of a project conducted at the University of Brasília with the aim of providing information services to the community of the Federal District (Brazil) on COVID‐19 prevention and vaccination, as well as addressing domestic violence. Employing social marketing strategies, such as content marketing and viral marketing, the project sought to disseminate pertinent information and engage the target audience through social media platforms, primarily Instagram. The content marketing approach entailed the creation and distribution of reliable information utilizing authoritative sources and visual resources, such as illustrations, graphs, infographics, and diagrams. Simultaneously, the viral marketing strategy endeavoured to identify emerging subtopics of interest by leveraging the Google Trends tool and relevant commemorative dates. These integrated strategies yielded a remarkable 700% surge in the project's Instagram account reach alongside heightened audience engagement. The study concludes that community information services should prioritize the dissemination of contextually relevant information for various population segments, particularly those that are historically marginalized.