Design gráfico e amamentação: análise de campanhas publicitárias de amamentação do SUS no período de 2013-2019

Abstract

Breastfeeding has been a topic of growing discussion over the last few decades in Brazil, partly due to public health policies, and partly due to the context of work and the performance of women, with social and cultural implications. However, the relationships established by the mass media and a preliminary field research with mothers in the UTFPR context, is a topic that presents controversies and misinformation, surrounded by many prejudices. Considering the possibility of thinking about Graphic Design as a transforming element of communicative and cultural contexts, this work aims to analyze the breastfeeding campaigns of the Unified Health System in Brazil, SUS, with the purpose to suggest new approaches, advocating a narrative that addresses the different realities and difficulties of mothers and breastfeeding in the Brazilian context.