Marketing público e (in)visibilidade de políticas sociais: uma análise do Programa Paraíba Primeira Infância em Santa Rita-PB

Abstract

This study analyzes the effectiveness of the communication strategies of the Paraíba Early Childhood Program among the beneficiary population of the municipality of Santa Rita-PB. The study started from the following central question: how do digital and traditional communication strategies affect the reach and effectiveness of the program's dissemination? The general objective was to understand the communication strategies of the Paraíba Early Childhood Program. The research adopts a quantitative methodology, with exploratory and descriptive contours. The method includes bibliographic research, document analysis of publications in official media of the Government of Paraíba from 2021 to 2025, and field research. Primary data collection occurs through the application of a semi-structured questionnaire to the program's target audience in the municipality of Santa Rita-PB. The evaluation of the results reveals a structural mismatch between the message issued by the State and its reception by families. The government concentrates its communication on digital platforms focusing on institutional advertising and accountability, using technical and bureaucratic language that omits practical guidance on accessing services. Conversely, the investigation finds that the vulnerable population prefers horizontal and direct communication channels, resulting in widespread ignorance about the existence and benefits of the program. The study concludes that government communication fails in its role of promoting citizen engagement and digital inclusion, operating predominantly as an exclusionary institutional showcase. Finally, the study suggests that public management diversify information channels, adopt simple language, and empower community agents as multipliers to ensure that early childhood rights reach those who need them most.