“I AM MADE OF COTTON”: A COMMUNICATION CAMPAIGN FOCUSED ON THE SUSTAINABILITY OF THE BRAZILIAN COTTON SECTOR

Abstract

Many organizations are including social, environmental, and economic actions in their corporate
strategies: sustainability actions. Organizational communication plays a key role in visibility, dialogue,
and stakeholder involvement in favor of these practices. Increasingly, digital communication is used
to approach these groups. This article presents a case study of how the "Sou de Cotton" campaign
uses its blog and Facebook account to interact about the benefits of Brazilian cotton, in a perspective
of communicating the sustainability of the production chain. The research includes bibliographic
review and document analysis of the blog and Facebook, from July 1 to September 30, 2019. Among
the results, the presence of the Triple Bottom Line concept was identified in the campaign, which
divides sustainability into three axes: people, profit, and planet. The sustainability theme had little
presence on Facebook (despite having 76 thousand followers), when compared to other themes,
such as fashion. There was a predominance of asymmetric bidirectional communication for
information dissemination, with little use of the social network for “bidirectional” communication,
dialogue, that is, little interaction of stakeholders in publications