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Criar laços e fortalecer redes: um plano de comunicação para a iniciativa do banco do tempo
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Resumo(s)
O presente estudo tem como principal objetivo a elaboração de um plano de comunicação para o
BdT de Matosinhos. Este consiste numa iniciativa que promove a troca solidária de serviços e de
saberes entre pessoas, em que a moeda de troca é o tempo. Partindo da identificação do problema
– fragilidades na comunicação da agência –, ao longo deste trabalho, procurou-se desenvolver um
plano de comunicação e estratégias que contribuam para a visibilidade, dinamização e
sustentabilidade do projeto.
O trabalho seguiu uma abordagem qualitativa, que recorreu à análise documental e à execução de
um grupo de discussão focalizada. Esta permitiu aprofundar e compreender as perceções,
dificuldades e oportunidades comunicacionais identificadas pelos membros do BdT. Os dados
recolhidos e a posterior análise possibilitaram a definição de objetivos estratégicos e elaborar uma
proposta de plano de comunicação ajustado à realidade e aos recursos disponíveis.
O plano favorece a utilização das redes sociais (Facebook e Instagram), através da criação de
conteúdos institucionais (publicações e vídeos), articulando-a simultaneamente com a
comunicação direta e presencial, por meio de campanhas de sensibilização presencial nas escolas,
universidades e próximas da comunidade, bem como do reforço das parcerias e do
desenvolvimento de atividades conjuntas. Este é acompanhado de um processo de monitorização
e avaliação contínua das ações a implementar, que permite medir o impacto e ajustar a intervenção
comunicacional.
Este estudo ressalta a relevância de uma comunicação estruturada no terceiro setor, evidenciando
a sua importância para o estabelecimento de vínculos comunitários, na adesão e na participação
nos projetos sociais, como também, para assegurar a continuidade e sustentabilidade das
iniciativas sociais. Além disso, reforça a importância de uma comunicação integrada para os
projetos do terceiro setor, demonstrando como estratégias acessíveis e adaptadas ao contexto
podem fortalecer a presença e o impacto das organizações sociais
The main objective of this study is to develop a communication plan for the Matosinhos BdT. This consists of an initiative that promotes the solidarity-based exchange of services and knowledge between people, in which the currency of exchange is time. Starting from the identification of the problem— weaknesses in the agency's communication —this study sought to develop a communication plan and strategies that contribute to the visibility, dynamism, and sustainability of the project. The work followed a qualitative approach, which used document analysis and a focused discussion group. This allowed us to deepen and understand the perceptions, difficulties, and communication opportunities identified by BdT members. The data collected and subsequent analysis enabled us to define strategic objectives and draw up a communication plan proposal tailored to the reality and available resources. The plan promotes the use of social media (Facebook and Instagram) through the creation of institutional content (publications and videos), while also coordinating with direct, face-to-face communication through awareness campaigns in schools, universities, and community settings, as well as strengthening partnerships and developing joint activities. This is accompanied by a process of continuous monitoring and evaluation of the actions to be implemented, which allows the impact to be measured and the communication intervention to be adjusted. This study highlights the relevance of structured communication in the third sector, demonstrating its importance for establishing community ties, for adherence to and participation in social projects, as well as for ensuring the continuity and sustainability of social initiatives. In addition, it reinforces the importance of integrated communication for third sector projects, demonstrating how accessible and context-adapted strategies can strengthen the presence and impact of social organizations.
The main objective of this study is to develop a communication plan for the Matosinhos BdT. This consists of an initiative that promotes the solidarity-based exchange of services and knowledge between people, in which the currency of exchange is time. Starting from the identification of the problem— weaknesses in the agency's communication —this study sought to develop a communication plan and strategies that contribute to the visibility, dynamism, and sustainability of the project. The work followed a qualitative approach, which used document analysis and a focused discussion group. This allowed us to deepen and understand the perceptions, difficulties, and communication opportunities identified by BdT members. The data collected and subsequent analysis enabled us to define strategic objectives and draw up a communication plan proposal tailored to the reality and available resources. The plan promotes the use of social media (Facebook and Instagram) through the creation of institutional content (publications and videos), while also coordinating with direct, face-to-face communication through awareness campaigns in schools, universities, and community settings, as well as strengthening partnerships and developing joint activities. This is accompanied by a process of continuous monitoring and evaluation of the actions to be implemented, which allows the impact to be measured and the communication intervention to be adjusted. This study highlights the relevance of structured communication in the third sector, demonstrating its importance for establishing community ties, for adherence to and participation in social projects, as well as for ensuring the continuity and sustainability of social initiatives. In addition, it reinforces the importance of integrated communication for third sector projects, demonstrating how accessible and context-adapted strategies can strengthen the presence and impact of social organizations.
Descrição
Palavras-chave
Banco do tempo Comunicação Plano de comunicação Redes sociais Time Bank Communication Communication Plan Social Networks