A user-centred approach to the production of television broadcasting spots about medicines

Abstract

Television campaigns on medicines in a non-commercial approach are relevant to inform people about this
theme, promoting people’s awareness regarding information and legal quality on medicine use. This paper
presents the partial results of the development of communication instruments for television – spots – on
medicine inserts with a user-centred design approach. Initially, a research was conducted to propose
recommendations to the spots production, through spot sample analysis, interviews and focus group. Based
upon the results/recommendations the spots’ contents and graphic presentation were defined...