Estátuas para o futuro: uma análisa da campanha "One Piece Kumamoto Revival Project"

Abstract

Campaigns that use Social Marketing strategies, as conceptualized by Kotler and Roberto (1992), aim to promote social improvements and changes in response to issues identified within society, with a non-commercial purpose. These initiatives are made possible through the process known as Mediatization, as discussed by Bastos (2012) and Ana Paula Rosa (2009). This article analyzes, from this perspective, the "One Piece Kumamoto Revival Project" campaign, a collaboration between a manga and a governmental institution, created after the earthquake that struck Kumamoto, Japan. The analysis revealed how the campaign aligns with the aforementioned concepts, demonstrating its success as a tool for fostering social improvement, with concrete impacts on political, economic, social, and cultural levels. Thus, it stands out as a practical example of the Mediatization process and a successful case within the perspective of Social Marketing, serving as a reference for similar projects.