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Resumo : Introducao : A comunicacao cientifica e a maior aproximacao da ciencia com a sociedade sao estrategias de angariacao de fundos para a investigacao cientifica. Objetivo : o presente artigo tem como objetivo examinar as narrativas utilizadas no programa televisivo da Maratona da Saude como ferramenta comunicativa para a eficacia da captacao de recursos. Metodologia : realizou-se uma analise de conteudo do Programa Televisivo das cinco edicoes da Maratona da Saude, a partir do trabalho de Luis Mauro Sa Martino (2016). Resultados : a Maratona da Saude e um projeto inovador, cujo exito encontra-se na mescla de varias formas de narrativas sobre a saude e a ciencia, com uso de linguagem acessivel, conseguindo envolver progressivamente o espectador - o que contribui para que ele se torne um possivel doador. Conclusao : o Programa contribui para educacao e aprendizado da sociedade portuguesa sobre a ciencia, a saude e a importância do seu fomento. Palavras-chave : comunicacao de ciencia; entretenimento; angariacao de fundos; narrativa; Maratona da Saude; Portugal. Abstract : Introduction : Scientific communication and a great approximation of science with society are strategies for raising funds for scientific research. Objective : The goal of the study is to examine the narratives used in the television program of Maratona da Saude as a communicative tool for the effectiveness of fundraising. Methodology : a content analysis of the Television Program of the five editions of Maratona da Saude was carried out, based on the work of Luis Mauro Sa Martino (2016). Results : the results obtained indicate that the Maratona da Saude is, in fact, an innovative Project, whose success lies in the mixture of various forms of health and science narratives, using accessible language, managing to gradually involve the viewer, which contributes to make him a potential donor. Conclusion : the studied TV show contributes to the education and learning of Portuguese society about science, health and the importance of its promotion. Keywords : science communication; entertainment; fundraising; narrative; Maratona da Saude; Portugal.

A comunicação da ciência: o caso do programa televisivo da Maratona da Saúde = Science Communication: The Case of Maratona da Saúde TV program