Comunicação no terceiro setor: proposta de um modelo de negócios para organizações com atuação na temática HIV/Aids

Abstract

This work consists of applied research with a qualitative approach, whose general objective is to develop a business model, which served as the basis for the creation of communication initiatives, aimed at the Acolher support house, which constitutes the empirical object of this research. Acolher is a non-profit organization located in São Luís, capital of Maranhão, and its focus is on nutritional, psychological, legal and social assistance for people diagnosed with the HIV virus. The business model, which was developed based on the organizational diagnosis carried out at Acolher through the Map of Contemporary Crises, the initiatives, created using the Model for Creation of Contemporary Initiatives (Costa; Rocha, 2022) as methodological guidance, aims to enhance the reach of the public that generates financial revenue for Acolher, by developing actions to combat the stigma still associated with HIV. Because it is structured from a communicational perspective, specifically from the organizational field, this research has as its research problem the following question: how can communication process tools, integrated into the structure of the business model, help in the creation of initiatives that contribute to combating the stigma associated with HIV from the public potential to generate financial revenue from Third Sector organizations? To achieve the

highlighted objectives, this research had as its empirical route the carrying out of semi- structured interviews with the coordinators of Acolher and people who work in the area of

Communication of the social entity that is the subject of the research.