<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-386X</journal-id>
<journal-title><![CDATA[Revista Facultad Nacional de Salud Pública]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Fac. Nac. Salud Pública]]></abbrev-journal-title>
<issn>0120-386X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Antioquia]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-386X2018000200018</article-id>
<article-id pub-id-type="doi">10.17533/udea.rfnsp.v36n2a04</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Análisis de los elementos de mercadeo social implícitos en campañas de prevención de embarazo en adolescentes]]></article-title>
<article-title xml:lang="en"><![CDATA[Analysis of Social Implicit Marketing Elements in Adolescent Pregnancy Prevention Campaigns]]></article-title>
<article-title xml:lang="pt"><![CDATA[Análise dos elementos de marketing social implícitos nas campanhas de prevenção da gravidez na adolescência]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Restrepo-E]]></surname>
<given-names><![CDATA[Ana María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Muñoz]]></surname>
<given-names><![CDATA[Yaromir]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duque-D]]></surname>
<given-names><![CDATA[María Adelaida]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad EAFIT  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2018</year>
</pub-date>
<volume>36</volume>
<numero>2</numero>
<fpage>18</fpage>
<lpage>27</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-386X2018000200018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-386X2018000200018&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-386X2018000200018&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Objetivo:  Este artículo analiza dos campañas orientadas a prevenir el embarazo en adolescentes, con el fin de elucidar la incorporación de elementos procedentes de disciplinas como el mercadeo, y cómo estos pudieron incidir en los logros de las mismas, a la luz del modelo de &#8220;la rueda de mercadeo social&#8221;.  Metodología:  Se revisaron informes de estudios cualitativos y cuantitativos sobre las campañas &#8220;Sexo a lo Bien&#8221; y &#8220;Parents Speak Up!&#8221;, realizadas en dos contextos sociales diferentes: una en Colombia y la otra en Estados Unidos. El procedimiento de análisis fue el rastreo de elementos de mercadeo implícitos en ambas campañas, a partir de los archivos identificados sobre las mismas.  Resultados:  Se evidencia que la falta de coherencia entre la definición del problema, la estrategia usada y la ejecución de la misma afecta los resultados esperados en una de las campañas. La campaña &#8220;Parents Speak Up!&#8221; presenta logros importantes, porque se basó en un buen respaldo teórico, articulado con una ejecución bien definida frente a distintos públicos focalizados. La menor efectividad de resultados en la campaña &#8220;Sexo a lo Bien&#8221; se debe a la ambiciosa propuesta, así como en la falta de coherencia entre la concepción del problema que se enfrenta y la poca claridad en definición de públicos de interés y en el contenido de los mensajes.  Conclusiones:  Para el logro efectivo de resultados en campañas educativas sobre prevención de embarazo en adolescentes, el mercadeo social puede aportar elementos en cuanto a incorporar el proceso de planeación, ejecución y evaluación respecto del tipo de producto, el público y el contenido de los mensajes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  Objective: this article analyses two campaigns designed to prevent adolescent pregnancy. The authors aim to clarify the implementation of elements coming from other disciplines such as marketing, and the possible effects in the campaigns&#8217; results, in light of &#8220;the social marketing wheel&#8221; model.  Methodology: reports of qualitative and quantitative studies on the campaigns &#8220;Sexo a lo Bien&#8221; and &#8220;Parents Speak Up!&#8221; were studied. Those campaigns were originally implemented in different contexts: one in Colombia and one in the United States. The analysis was carried out by tracking implicit marketing elements in both campaigns, from existing records about them.  Results: a lack of coherence between the problems&#8217; definition, the chosen strategy and its execution was evident and affected the expected outcomes in one of the campaigns. The &#8220;Parents Speak Up!&#8221; campaign achieved important results, because it had a strong theoretical basis, articulated with a well-defined execution for different target focused audiences. The &#8220;Sexo a lo Bien&#8221; campaign had less effective results. It was too ambitious; it lacked coherence between the aimed problem, an unclear definition of target audience and the content of the messages.  Conclusions: Social marketing can offer valuable elements for and educational campaign on adolescent pregnancy to achieve effective results, such as planning, execution and evaluation of the type of product, the target audience and the content of the message.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Objetivo: este artigo analisa duas campanhas encaminhadas a prevenir a gravidez na adolescência, visando esclarecer a incorporação de elementos originários de disciplinas como o marketing, e seus possíveis efeitos nos resultados das campanhas, utilizando o modelo de &#8220;a roda de marketing social&#8221;.  Metodologia: revisaram-se relatórios de estudos qualitativos e quantitativos sobre as campanhas &#8220;Sexo a lo Bien&#8221; e &#8220;Parents Speak Up!&#8221;, realizadas em dois contextos sociais diferentes: uma foi feita na Colômbia e a outra nos Estados Unidos. A análise foi mediante rastreio de elementos de marketing implícitos nas duas campanhas, com arquivos identificados sobre elas.  Resultados: a falta de coerência entre a definição do problema, a estratégia utilizada e a sua execução foi evidente, afetando os resultados esperados em uma das campanhas. A campanha &#8220;Parents Speak Up!&#8221; obteve resultados importantes, porque teve uma forte base teórica, articulada com uma execução bem definida para diferentes públicos focalizados. A campanha &#8220;Sexo a lo Bien&#8221; teve resultados menos efetivos por ser uma proposta muito ambiciosa, e por falta de coerência entre a concepção do problema objetivo, uma definição difusa de públicos de interesse e o conteúdo das mensagens.  Conclusões: para conseguir resultados efetivos nas campanhas educativas sobre a prevenção da gravidez na adolescência o marketing social pode fornecer elementos relacionado com o processo de planejamento, execução e avaliação do tipo de produto, do público alvo e do conteúdo das mensagens.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[embarazo en adolescencia]]></kwd>
<kwd lng="es"><![CDATA[mercadeo social]]></kwd>
<kwd lng="es"><![CDATA[programa de educación sexual]]></kwd>
<kwd lng="es"><![CDATA[comunicación en salud]]></kwd>
<kwd lng="es"><![CDATA[comportamiento sexual]]></kwd>
<kwd lng="en"><![CDATA[adolescents&#8217; pregnancy]]></kwd>
<kwd lng="en"><![CDATA[social marketing]]></kwd>
<kwd lng="en"><![CDATA[sexual education program]]></kwd>
<kwd lng="en"><![CDATA[health communication]]></kwd>
<kwd lng="en"><![CDATA[sexual behavior]]></kwd>
<kwd lng="pt"><![CDATA[gravidez na adolescência]]></kwd>
<kwd lng="pt"><![CDATA[marketing social]]></kwd>
<kwd lng="pt"><![CDATA[programa de educação sexual]]></kwd>
<kwd lng="pt"><![CDATA[comunicação em saúde]]></kwd>
<kwd lng="pt"><![CDATA[comportamento sexual]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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