My project stems from the desire to deepen the history of IBMDR and all the associations, national and international, that deal with bone marrow donation. In particular, I wanted to focus on the type of communication they carry out, both online and "offline" to raise awareness among young people about the importance of bone marrow donation. Especially nowadays, where social networks are fundamental, it is interesting to see how different associations communicate on their profiles and what they organize to make known to as many people as possible this possibility: there are bodies that tell the stories of donors and recipients through the technique of storytelling, there are those who hire testimonials, who prefer to use social media to inform and answer the most common questions.... In general, even if everyone communicates differently, they are united by a single goal: to reach young people to make them understand how important it is to register and that it is not anything difficult or dangerous. With my thesis I then explained what are social advertising and health marketing, who is IBMDR and how it was born, what other associations exist, and, finally, five interviews with different people, with different lives, all of which are amassed by bone marrow donation.
Il mio elaborato nasce dal desiderio di approfondire la storia di IBMDR e di tutte le associazioni, nazionali ed internazionali, che si occupano della donazione di midollo osseo. In particolare, ho voluto concentrarmi sul tipo di comunicazione che portano avanti, sia online che “offline” per sensibilizzare i giovani sull’importanza della donazione di midollo osseo. Soprattutto ai giorni d’oggi, dove i social network sono fondamentali, è interessante vedere come le diverse associazioni comunicano sui loro profili e cosa organizzano per far conoscere a più persone possibili questa possibilità: ci sono enti che raccontano le storie di donatori e riceventi tramite la tecnica dello storytelling, c’è chi ingaggia testimonial, chi invece preferisce usare i social per informare e rispondere alle domande più comuni…. In generale, anche se tutti comunicano in modo diverso, sono accumunati da un unico obiettivo: arrivare ai giovani per far capire loro quanto è importante iscriversi al Registro e che non è niente di difficile o pericoloso. Con la mia tesi ho quindi spiegato cosa sono le pubblicità sociali e il marketing sanitario, chi è IBMDR e come è nato, quali altre associazioni esistono, e, infine, cinque interviste a persone diverse, con vite diverse, tutte però accumunate dalla donazione di midollo osseo.
"Grazie per la mia vita" - La storia di IBMDR, dal principio fino ai giorni d'oggi.
CAROTI, GIULIA
2022/2023
Abstract
My project stems from the desire to deepen the history of IBMDR and all the associations, national and international, that deal with bone marrow donation. In particular, I wanted to focus on the type of communication they carry out, both online and "offline" to raise awareness among young people about the importance of bone marrow donation. Especially nowadays, where social networks are fundamental, it is interesting to see how different associations communicate on their profiles and what they organize to make known to as many people as possible this possibility: there are bodies that tell the stories of donors and recipients through the technique of storytelling, there are those who hire testimonials, who prefer to use social media to inform and answer the most common questions.... In general, even if everyone communicates differently, they are united by a single goal: to reach young people to make them understand how important it is to register and that it is not anything difficult or dangerous. With my thesis I then explained what are social advertising and health marketing, who is IBMDR and how it was born, what other associations exist, and, finally, five interviews with different people, with different lives, all of which are amassed by bone marrow donation.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/3554