Lacerda, Juciano de SousaOliveira, Arthur Araújo2025-01-282025-01-282025-01-15OLIVEIRA, Arthur Araújo. Estátuas para o futuro: uma análise da campanha "One Piece Kumamoto Revival Project". 2025. 27 f. Trabalho de Conclusão de Curso (Graduação em Comunicação Social - Publicidade e Propaganda) - Departamento de Comunicação, Universidade Federal do Rio Grande do Norte, Natal, 2025.https://repositorio.ufrn.br/handle/123456789/62181Campaigns 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.Attribution 3.0 Brazilhttp://creativecommons.org/licenses/by/3.0/br/Marketing Social; Mudança Social; Midiatização; One Piece; Campanha.Social Marketing; Social Change; Mediatization; One Piece; Campaign.bachelorThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::COMUNICACAO