Campanha de comunicação para a marca Innisfree

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.No mundo atual, onde o consumidor é cada vez mais bombardeado por publicidade e tem a capacidade de fazer seleção do tipo de informação que quer ter acesso, é necessário que as marcas utilizem novas estratégias para chegar de forma efetiva ao seu target. Encontramo-nos na era experiencial em que a satisfação do consumidor se liga à qualidade da sua experiência subjetiva com as marcas, que se esforçam por reforçar o seu valor e sua diferenciação proporcionando aos seus públicos uma experiência única e memorável. Estas experiências permitem criar uma ligação entre a marca e o seu consumidor, apelando à lealdade e dando oportunidade de comunicar os valores e personalidade da marca. No campo da cosmética e da dermatologia, a Coreia do Sul é um dos países que mais investiu em inovação e desenvolvimento de produtos, sendo líder a nível de cuidados de pele e responsável pela popularização do termo K-Beauty que traduz uma tendência atual onde se valoriza os cuidados com a saúde da pele integrando rituais simples e naturais na rotina diária. Os Millennials são uma geração particularmente sensível às questões ambientais e que procura cada vez mais consumir produtos com menos impacto ambiental e mais naturais. A Innisfree é uma marca de cuidados de pele coreana que se destaca da concorrência pela sua ligação à natureza, pela sua sustentabilidade e preocupação ambiental, sendo das poucas marcas realmente eco-friendly do setor e possuindo uma reputação de qualidade superior. Está disponível para o mercado português apenas através do canal online e apresenta grande potencial de expansão comercial, que poderá ser facilitado pelo papel da comunicação. O presente trabalho é um projeto de natureza aplicada no âmbito da Publicidade e Marketing, alicerçado no enquadramento conceptual e numa investigação exploratória de suporte ao desenvolvimento de uma campanha de comunicação para a marca Innisfree e dirigida à geração Millennial, com o objetivo de divulgar a marca e os seus produtos em território português, mostrando o quão especial é o seu elo à natureza e podendo abrir caminho à implementação da marca no mercado português.ABSTRAT : Nowadays, consumers are increasingly bombarded with advertising and have the ability to select the type of information they want to access, brands need to use new strategies to effectively reach their target. We are in the experiential era where consumer satisfaction is linked to the quality of their subjective brand experience, striving to reinforce their value and differentiation by providing their audiences with a unique and memorable experience. These experiences create a link between the brand and the consumer, appealing to loyalty and giving the opportunity to communicate the values and personality of the brand. In the field of cosmetics and dermatology, South Korea is one of the countries that has invested the most in product innovation and development, being a leader in skin care and popularizing the term K-Beauty which reflects a current trend that values Skin health care integrating simple and natural rituals into the daily routine. Millennials are a generation that is particularly sensitive to environmental issues and is increasingly seeking to consume less environmentally impact and more natural products. Innisfree is a Korean skin care brand that stands out from the competition for its connection to nature, its sustainability and environmental concern, being one of the few eco-friendly brands in the industry and having a reputation for superior quality. It is available to the Portuguese market only through the online channel and has great potential for commercial expansion, which may be facilitated by the role of communication. The present work is a project of an applied nature in the scope of Advertising and Marketing, based on the conceptual framework and an exploratory research supporting the development of a communication campaign for the Innisfree brand and directed to Millennial generation, with the aim of publicizing the brand and its products in Portuguese territory, showing how special is its link to nature and can pave the way for brand implementation in the Portuguese market.N/

Breve história da Raiva em Portugal

Trabalho Final do Curso de Mestrado Integrado em Medicina, Faculdade de Medicina, Universidade de Lisboa, 2019A raiva é conhecida do ser humano desde há pelo menos 4000 anos. As ferramentas e conceitos de que hoje dispomos para o controlo desta doença foram desenvolvidos no final do século XIX, incluindo a primeira vacina viva atenuada desenvolvida para humanos na História da Medicina e o primeiro esquema de profilaxia pós-exposição. Em contrapartida, pouco ou nada se evoluiu no âmbito do tratamento etiológico desta doença. Esta ignorância deixa os clínicos desarmados relativamente ao tratamento da raiva sintomática, fazendo com que permaneça a doença infeciosa mais letal conhecida. O acesso generalizado a profilaxia pós-exposição eficaz, acessível e em tempo útil é ainda uma necessidade urgente nas áreas rurais de países em desenvolvimento. Portugal sempre desempenhou um papel ativo no controlo desta doença, desde a abertura do Instituto Bacteriológico Câmara Pestana, onde se iniciou a grande luta contra a raiva no nosso país, até medidas de prevenção primária, de que é exemplo a vacinação obrigatória dos canídeos. Graças a estas medidas, Portugal é um país livre de raiva animal e sem ocorrência de casos autóctones desde 1952. Ainda assim, a era de globalização em que vivemos relembra-nos que somos permanentemente ameaçados pela possibilidade de importação de casos no contexto da mobilidade de pessoas vindas de países onde a doença continua a progredir, nomeadamente nos de Países Africanos de Língua Oficial Portuguesa. A morte recente de dois adultos jovens no contexto de raiva clínica importada de Angola e da Guiné-Bissau suscitou um novo interesse por esta temática. Surgiu finalmente a reemergência de um debate sobre a importância da profilaxia da raiva, uma doença que, embora discutida desde a Antiguidade, ainda não tem terapêutica etiológica dirigida. Pretende-se com este trabalho descrever a história da raiva, em particular a história desta doença no nosso país e ainda analisar a atualidade da vacinação anti-rábica com base no que de novo é recomendado pela Organização Mundial de Saúde.Rabies is known to humankind since at least 4000 years. The concepts and tools we display today for the control of this disease have been developed in the end of the 19th century, which includes the first live attenuated vaccine developed for humans in the History of Medicine and the first post-exposure prophylaxis regimen. Nevertheless, little has been discovered about the etiological treatment of this disease. This unawareness leaves the clinicians unarmed when it comes to clinical rabies, thus turning it into the most lethal infectious disease known to man. The access to effective, accessible and in due time post-exposure prophylaxis remains urgent in rural areas of developing countries. Portugal always had an active attitude towards the control of this disease, since the opening of the Câmara Pestana Bacteriological Institute, where the fight against rabies began, until taking primary preventive measures, as the mandatory vaccination of dogs. Thanks to these actions, Portugal is a country free of animal rabies as well as autochthones cases of human rabies since 1952. Yet, considering the era of globalization we live in, it is important not to forget the permanent threat that comes from the possibility of cases importation in the context of people mobility from countries where rabies still progresses, such as Portuguese-speaking African Countries. The recent death of two young adults caused by clinical rabies imported from Angola and Guinea Bissau, has led to a new interest on this area. We finally witness the reemergence of a debate on the rabies prophylaxis, a disease although known since Antiquity, still doesn’t have a targeted therapeutic. The aim of this work is to describe the history of rabies, in particular the history of this disease in our country and analyze the present of the anti-rabic vaccination based on what is recommended by the World Health Organization

A arte como terapia : perspetiva dos utentes

O envelhecimento da população e a existência de tratamentos mais eficazes para doenças físicas revelam a necessidade de métodos focados na promoção do bem-estar nesta fase de vida. Recentemente, a literatura tem demonstrado que a participação em atividades artísticas está associada a benefícios no bem-estar desta população. Assim, este estudo objetiva caracterizar as experiências de participação de pessoas idosas em atividades artísticas e avaliar o impacto das mesmas no seu bem-estar. Através de uma entrevista semiestruturada, procedeu-se à recolha do relato de três idosos institucionalizados. A análise qualitativa dos dados foi realizada de acordo com os princípios postulados pela Análise Temática, com recurso ao software Nvivo 11. As atividades artísticas mostraram ter influência no bem-estar dos utentes, sendo que este impacto depende das suas expectativas e motivações relativas às atividades. Enquanto os facilitadores para o seu envolvimento prendem-se com aspetos da própria atividade, as dificuldades estão relacionadas com o funcionamento da instituição, a saúde física e a ausência de tempo livre. Este estudo demonstrou ser relevante pois a literatura relativa ao fenómeno é escassa. Constata-se, assim, a importância de proporcionar atividades artísticas nas instituições, além de fornecer informações úteis para promover o envolvimento de idosos institucionalizados em atividades artísticas.The aging of the population and the existence of effective treatments for physical illnesses reveal the need for methods to promote elders’ wellbeing. Literature has recently shown that activities that use art has benefits for the well-being of this population. This study aims to characterize the experiences of elderly people who participate in artistic activities and assess the impact on their well-being. Through a semi-structured interview, data were collected through the reports of three institutionalized elderly people. The qualitative analysis of the data was carried out according to the principles postulated by the Thematic Analysis and using the Nvivo 11 software. Arts participation had an impact on their well-being; however, it depends on their expectations and motivations regarding them. The facilitators for their involvement are relate to aspects of the activity and to the people that are enabling it, and the difficulties are related to the functioning of the residence, physical health issues, and lack of free time. As the literature on the phenomenon is scarce, this study proved to be relevant by verifying the importance of providing artistic activities in institutions and the supplying of potentially useful data to promote the involvement of institutionalized elderly in arts participation

Os eventos na dinamização turística de Alcobaça

Os eventos, mais concretamente os eventos turísticos, são considerados, no âmbito da investigação turística, potenciais motores de desenvolvimento de um destino, uma vez que possuem a capacidade de atrair turistas e novos segmentos de mercado. Diversos estudos apontam que as principais mais-valias dos eventos turísticos se prendem com o facto de atraírem potenciais investidores, que acabam por melhorar e desenvolver as infraestruturas locais; atenuarem a sazonalidade; promoverem a imagem de um destino através dos media e, por se articularem com diversos serviços, serem também estimuladores da qualificação profissional nas mais diversas áreas do setor turístico. Considerando que muitos destinos não possuem a capacidade de reter turistas, seja pela falta de património, de atrações turísticas ou por uma má gestão dos recursos existentes, os eventos afiguram-se, neste âmbito, importantes componentes a incluir no leque de atrações de um destino. Alcobaça é um território com um elevado valor patrimonial, cultural e histórico, no qual se destaca o Mosteiro de Santa Maria de Alcobaça, bem como diversos atributos naturais que enriquecem o município. Beneficiando deste facto, a autarquia tem vindo a organizar e consolidar diversos eventos. Ainda assim, Alcobaça é um dos concelhos na região que apresenta menores valores no que se refere à procura turística. Neste sentido, averiguou-se a oferta turística do concelho, abrangendo as suas componentes, nomeadamente os eventos, de modo a analisar o seu potencial dinamizador do turismo, e, na ótica da procura, investigar os padrões e as preferências dos turistas. Para o efeito, foram aplicados 387 questionários aos visitantes da XX Mostra Internacional de Doces e Licores Conventuais e realizadas 14 entrevistas aos stakeholders, designadamente a unidades de alojamento, restauração, comércio local, responsável municipal do turismo, entre outros. Nesta investigação foi possível alcançar os objetivos delineados, nomeadamente a identificação dos eventos organizados em Alcobaça e do perfil da procura da Mostra Internacional de Doces e Licores Conventuais, bem como a análise da relevância dos eventos no concelho e a projeção de novos eventos que dinamizem o desenvolvimento turístico deste território.Events, specifically events tourism, are considered, within the framework of tourism research, as potential motivators of destinations development, since they have the ability to attract tourists and new market segments. Several studies indicate that the main advantages of events tourism are that they attract potential investors, who will eventually improve and develop local infrastructure; attenuate seasonality; promote the image of a destination through the media and, because they articulate with many services, can also stimulate professional qualification in various areas of the tourism sector. Considering that many destinations do not have the capacity to retain tourists, either because they lack heritage, tourist attractions or because their resources are mismanaged, events appear to be important components to include in a destination's range of attractions. Alcobaça is a territory with a high patrimonial, cultural and historical value, in which the Monastery of Santa Maria de Alcobaça stands out, as well as several natural attributes that enrich the municipality. Taking advantage of this fact, the local council has been organizing and consolidating many events. However, Alcobaça is one of the municipalities in the region that presents the lowest values referring to tourist demand. In this sense, the present research investigated Alcobaça’s tourism offer, covering its components, namely the events, in order to analyze its dynamizing potential of tourism, and, from the demand’s perspective, to investigate the patterns and preferences of tourists. For this purpose, 387 questionnaires were applied to the visitors of the XX International Fair of Conventual Confectionery and Liqueurs and 14 interviews were conducted with stakeholders, namely accommodation, restaurants, local businesses, municipal’s responsible for tourism, among others. In this research it was possible to achieve the outlined objectives, such as the identification of the events organized in Alcobaça and the demand profile of the International Fair of Conventual Confectionery and Liqueurs, as well as the analysis of the relevance of the events in the municipality and the projection of new events that boost the tourist development of this territory. Keywords

Combining the amplification refractory mutation system and high-resolution melting analysis for KRAS mutation detection in clinical samples

© The Author(s) 2023. Open Access This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.The success of personalized medicine depends on the discovery of biomarkers that allow oncologists to identify patients that will benefit from a particular targeted drug. Molecular tests are mostly performed using tumor samples, which may not be representative of the tumor's temporal and spatial heterogeneity. Liquid biopsies, and particularly the analysis of circulating tumor DNA, are emerging as an interesting means for diagnosis, prognosis, and predictive biomarker discovery. In this study, the amplification refractory mutation system (ARMS) coupled with high-resolution melting analysis (HRMA) was developed for detecting two of the most relevant KRAS mutations in codon 12. After optimization with commercial cancer cell lines, KRAS mutation screening was validated in tumor and plasma samples collected from patients with pancreatic ductal adenocarcinoma (PDAC), and the results were compared to those obtained by Sanger sequencing (SS) and droplet digital polymerase chain reaction (ddPCR). The developed ARMS-HRMA methodology stands out for its simplicity and reduced time to result when compared to both SS and ddPCR but showing high sensitivity and specificity for the detection of mutations in tumor and plasma samples. In fact, ARMS-HRMA scored 3 more mutations compared to SS (tumor samples T6, T7, and T12) and one more compared to ddPCR (tumor sample T7) in DNA extracted from tumors. For ctDNA from plasma samples, insufficient genetic material prevented the screening of all samples. Still, ARMS-HRMA allowed for scoring more mutations in comparison to SS and 1 more mutation in comparison to ddPCR (plasma sample P7). We propose that ARMS-HRMA might be used as a sensitive, specific, and simple method for the screening of low-level mutations in liquid biopsies, suitable for improving diagnosis and prognosis schemes.This work is financed by national funds from FCT—Fundação para a Ciência e a Tecnologia, I.P., in the scope of the project UIDP/04378/2020 and UIDB/04378/2020 of the Research Unit on Applied Molecular Biosciences—UCIBIO and the project LA/P/0140/2020 of the Associate Laboratory Institute for Health and Bioeconomy—i4HB. FCT-MCTES is also acknowledged for 2020.07660.BD for BBO. Open access funding provided by FCT|FCCN (b-on).info:eu-repo/semantics/publishedVersio

Maintenance olaparib in patients with platinum-sensitive relapsed ovarian cancer: Outcomes by somatic and germline BRCA and other homologous recombination repair gene mutation status in the ORZORA trial

Background. The open-label, single-arm, multicenter ORZORA trial (NCT02476968) evaluated the efficacy and safety of maintenance olaparib in patients with platinum-sensitive relapsed ovarian cancer (PSR OC) who had tumor BRCA mutations (BRCAm) of germline (g) or somatic (s) origin or non-BRCA homologous recombination repair mutations (HRRm) and were in response to their most recent platinum-based chemotherapy after >= 2 lines of treatment. Methods. Patients received maintenance olaparib capsules (400 mg twice daily) until disease progression. Prospective central testing at screening determined tumor BRCAm status and subsequent testing determined gBRCAm or sBRCAm status. Patients with predefined non-BRCA HRRm were assigned to an exploratory cohort

Fatty acid oxidation of alternatively activated macrophages prevents foam cell formation, but Mycobacterium tuberculosis counteracts this process via HIF-1α activation

The ability of Mycobacterium tuberculosis (Mtb) to persist inside host cells relies on metabolic adaptation, like the accumulation of lipid bodies (LBs) in the so-called foamy macrophages (FM), which are favorable to Mtb. The activation state of macrophages is tightly associated to different metabolic pathways, such as lipid metabolism, but whether differentiation towards FM differs between the macrophage activation profiles remains unclear. Here, we aimed to elucidate whether distinct macrophage activation states exposed to a tuberculosis-associated microenvironment or directly infected with Mtb can form FM. We showed that the triggering of signal transducer and activator of transcription 6 (STAT6) in interleukin (IL)-4-activated human macrophages (M(IL-4)) prevents FM formation induced by pleural effusion from patients with tuberculosis. In these cells, LBs are disrupted by lipolysis, and the released fatty acids enter the β-oxidation (FAO) pathway fueling the generation of ATP in mitochondria. Accordingly, murine alveolar macrophages, which exhibit a predominant FAO metabolism, are less prone to become FM than bone marrow derived-macrophages. Interestingly, direct infection of M(IL-4) macrophages with Mtb results in the establishment of aerobic glycolytic pathway and FM formation, which could be prevented by FAO activation or inhibition of the hypoxia-inducible factor 1-alpha (HIF-1α)-induced glycolytic pathway. In conclusion, our results demonstrate that Mtb has a remarkable capacity to induce FM formation through the rewiring of metabolic pathways in human macrophages, including the STAT6-driven alternatively activated program. This study provides key insights into macrophage metabolism and pathogen subversion strategies.Fil: Genoula, Melanie. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; Argentina. Centre National de la Recherche Scientifique; Francia. International Associated Laboratory; ArgentinaFil: Marin Franco, Jose Luis. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; Argentina. Centre National de la Recherche Scientifique; Francia. International Associated Laboratory; ArgentinaFil: Maio, Mariano. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: Dolotowicz, Belén. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: Ferreyra Compagnucci, Malena María. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: Milillo, María Ayelén. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: Mascarau, Rémi. Université de Toulouse; Francia. Centre National de la Recherche Scientifique; FranciaFil: Moraña, Eduardo José. Gobierno de la Ciudad de Buenos Aires. Hospital de Infecciosas "Dr. Francisco Javier Muñiz"; ArgentinaFil: Palmero, Domingo Juan. Gobierno de la Ciudad de Buenos Aires. Hospital de Infecciosas "Dr. Francisco Javier Muñiz"; ArgentinaFil: Matteo, Mario José. Universidad de Buenos Aires. Facultad de Medicina. Instituto de Tisioneumonología "raúl F. Vaccarezza".; ArgentinaFil: Fuentes, Federico. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: López, Beatriz. Dirección Nacional de Instituto de Investigación. Administración Nacional de Laboratorio e Instituto de Salud "Dr. C. G. Malbrán"; ArgentinaFil: Barrionuevo, Paula. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; ArgentinaFil: Neyrolles, Olivier. International Associated Laboratory; Argentina. Université de Toulouse; Francia. Centre National de la Recherche Scientifique; FranciaFil: Cougoule, Céline. Centre National de la Recherche Scientifique; Francia. Université de Toulouse; Francia. International Associated Laboratory; ArgentinaFil: Lugo Villarino, Geanncarlo. Centre National de la Recherche Scientifique; Francia. Université de Toulouse; Francia. International Associated Laboratory; ArgentinaFil: Vérollet, Christel. Centre National de la Recherche Scientifique; Francia. International Associated Laboratory; Argentina. Université de Toulouse; FranciaFil: Sasiain, María del Carmen. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; Argentina. Centre National de la Recherche Scientifique; Francia. International Associated Laboratory; ArgentinaFil: Balboa, Luciana. Consejo Nacional de Investigaciones Científicas y Técnicas. Instituto de Medicina Experimental. Academia Nacional de Medicina de Buenos Aires. Instituto de Medicina Experimental; Argentina. Centre National de la Recherche Scientifique; Francia. International Associated Laboratory; Argentin