Gonzalez, Mario Orestes AguirreAtaliba, Jéssyca Fabíola Ribeiro2025-08-142025-08-142023-07-31ATALIBA, Jéssyca Fabíola Ribeiro. Benchlearning em campanhas públicas de comunicação: benefícios obtidos no projeto "Sífilis Não". Orientador: Dr. Mario Orestes Aguirre Gonzáles. 2023. 135f. Dissertação (Mestrado em Engenharia de Produção) - Centro de Tecnologia, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/65155In a society each time mutable, in whitch technological and social development take on a frenetic pace, knowledge and information become a great value inputs. For organizations to be efficient in environments with these characteristics, they need to seek ways to systematize knowledge, the information to be consolidated and becomes a usable input in their processes. Into this scenario that the Benchlearning tool appears, which aims to guide organizations and people to focus on organizational learning and continuous improvement from the knowledge acquired by observing other organizations considering their own characteristics and limitations. In public administration isn't diferente, in view of that the law obliges public agencies and civil servants to be efficient, public agencies and civil servants that works in this area needs have a performance improvement as an essential goal, constantly motivating their actions. In the field of health, this concern assumes a much greater responsibility level, as proven by the vital need for the population to develop actions to promote health and prevent and combat epidemics, as is the case of the Syphilis epidemic in our country. About the Syphilis epidemic, a control agency as the TCU, in its ruling 2019/2017, recommends that the Ministry of Health investigate the reasons that undermine public health campaigns in the fight against Syphilis and that new and diversified strategies be developed prevention. In this sense, this study aims to identify the benefits of applying Benchlearning principles in an intraorganizational view in health communication campaign projects. The present research was structured in 4 stages: 1) State of the art ofthe benchlearning theme 2) Documentary analysis of research on the communication process in health projects; 3) Field research (case study directed to the first 3 campaigns carried out by the Rapid Response to Syphilis project); and 4) Identification of the benefits of the Benchlearning tool in health communication from an intraorganizational perspective. The results showed that the tool using can increase the knowledge and expertise developed during the execution of campaign actions, providing robust and solid content, allowing the actions planning with great power of social impact, being replicated for future campaigns. In this way, the benefits that were identified with the use of the tool are related to: Identifying the real needs of key populations is critical to designing effective strategies; Engagement of all those involved in the campaigns; Solid-based learning, campaigns with greater social reach; Exceptional knowledge produced and disseminated directed to public campaigns; Development of customized solutions considering diversity and regionalism; Consolidation and dissemination of concepts and different formats for realizing campaigns; Exchange of knowledge for quality content production; and Impact assessment, a guide for ways to achieve social demands.pt-BRAcesso AbertoBenchlearningGestão do conhecimentoComunicaçãoAprendizagem organizacionalmasterThesisENGENHARIAS::ENGENHARIA DE PRODUCAO