SOCIAL MARKETING AS A INSTRUMENT TO PROMOTE THE ADOPTION OF CHILDREN AND ADOLESCENTS

AN ANALYSIS OF THE PERCEPTION OF PUBLIC AGENTS, PARENTS AND SUITORS

Abstract

Despite its relevance, the act of adopting a child or adolescent is a topic that is little discussed and publicized on social networks. The adoption scenario involves a series of factors that influence its implementation, such as taboos, preferences, insecurities and bureaucracy. In this context, the objective of this study is to identify and analyze the perception of the actors involved with the cause of the adoption of children and adolescents on the related social marketing campaigns. A descriptive research with a qualitative approach was carried out. Eleven parents or suitors, one adopter couple and five public agents were interviewed. The collected data were analyzed using the content analysis technique. It was possible to verify that the social marketing carried out to promote adoption campaigns is not satisfactory enough to provoke social mobilization and behavior change that arouse the desire for adoption. Respondents maintain that campaigns need to be more informative, demonstrating the reality found in shelters and seeking to break up the profile desired by applicants, wich can be excluding. Some public agents defended the idea that the process should be bureaucratic because it involves the life of a child, however, it should not be long, requiring a review of the processes in the courts.