Transmídia na Prefeitura Municipal de Uberaba: plano de aplicação para campanha de conscientização sobre o uso do nome social

Abstract

More and more brazilian cities and states have issued decrees and laws each day allowing trans persons to make use of the Social Name in documents of public repartition. Uberaba was the first city in Minas Gerais to approve a law in this sense. However, reports that transgender people still go through embarrassment when seeking public services raises the question of what can be done to change this situation. In this report, we seek to reflect precisely on the challenges of building an awareness campaign, using the transmedia narrative to bring this knowledge to the people of Uberaba and promote citizenship, respecting the Social Name. To do so, we present some concepts such as public communication, branding transmedia, digital media, and also address the discourse analysis as a method for understanding the theme. This report presents the research developed to support the implementation of the application plan for the awareness campaign for the use of the Social Name of the City Hall of Uberaba, as well as a description of the construction and development process, showing the planning stages, the transmedia universe, the chosen products and viability.