{"id":1708,"date":"2021-06-19T11:16:14","date_gmt":"2021-06-19T11:16:14","guid":{"rendered":"http:\/\/pragency.m6kvawd0ky-xlm41ro956dy.p.runcloud.link\/?p=1708"},"modified":"2022-06-09T09:51:24","modified_gmt":"2022-06-09T09:51:24","slug":"shield-for-hospitals-zi-de-bine-association","status":"publish","type":"post","link":"https:\/\/www.publicadvisors.ro\/ro\/shield-for-hospitals-zi-de-bine-association\/","title":{"rendered":"Client: Zi de Bine Association:  campania: scut pentru spitale \u2013 asocia\u021bia zi de bine"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"1708\" class=\"elementor elementor-1708\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3218ffee elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3218ffee\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1032ead4\" data-id=\"1032ead4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6dd7b54f elementor-widget elementor-widget-text-editor\" data-id=\"6dd7b54f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/S5cGsORh_UE\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p><div class=\"fusion-text\"><p>Campania media a avut ca scop str\u00e2ngerea de dona\u021bii pentru tot ceea ce aveau nevoie spitalele din Rom\u00e2nia. Asocia\u021bia a reu\u0219it s\u0103 trimit\u0103 echipamente medicale la aproape 100 de spitale din \u021bar\u0103. \u00cen ceea ce prive\u0219te rezultatele de comunicare, am generat 260 de materiale \u00een pres\u0103 cu peste 21 de milioane de oportunit\u0103\u021bi de a vedea rezultatul.\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0<\/p><h2 class=\"title-project\" data-inline-fontsize=\"true\" data-inline-lineheight=\"true\" data-fontsize=\"36\" data-lineheight=\"47\">oportunitate<\/h2><\/div><div class=\"fusion-text\"><p>\u00cen iarna anului 2019, c\u00e2nd toat\u0103 lumea se bucura de s\u0103rb\u0103tori, cineva din Bucure\u0219ti abia a\u0219tepta s\u0103 se \u00eentoarc\u0103 la munc\u0103. Cu 10 ani de experien\u021b\u0103 \u00een proiecte de voluntariat, Melania Medeleanu, mama proiectului MagicHome, testa ideea unui nou proiect al\u0103turi de cuno\u0219tin\u021bele sale:  Asocia\u021bia Zi de Bine,  care \u00ee\u0219i propunea s\u0103 sus\u021bin\u0103 12 ONG-uri \u00een fiecare lun\u0103 pentru diferite cauze, \u00eencep\u00e2nd cu luna martie.\u00a0<a href=\"https:\/\/www.zidebine.ro\/\" target=\"_blank\" rel=\"noopener\"><strong>Zi de Bine Association<\/strong><\/a>\u00a0aiming to sustain 12 NGOs each month for different causes, starting from March.<\/p><p class=\"translation-block\">Convins\u0103 c\u0103 aceast\u0103 cauz\u0103 \u00eei une\u0219te pe oameni, Melania \u0219i-a folosit experien\u021ba pentru a lansa un ONG cu un concept inovator:  un curator pentru cauze sociale  care str\u00e2nge fonduri pentru proiecte dezvoltate de ONG-uri locale sau mai pu\u021bin vizibile. La \u00eenceputul fiec\u0103rei luni, Zi de Bine anun\u021b\u0103 cauza, iar cei care doresc s\u0103 ajute \u00ee\u0219i pot oferi sprijinul trimi\u021b\u00e2nd un SMS \u2013 cuv\u00e2ntul magic este SUS \u2013 dona\u021bii personale, voluntariat sau parteneriate. Apelul la ac\u021biune este \u00eemp\u0103rt\u0103\u0219it pe un ton pozitiv, cu \u00eencredere \u0219i dragoste pentru via\u021b\u0103 \u0219i oameni. Sloganul asocia\u021biei \u201eCine-i nascut in martie. Sa se ridice sus!\u201d a fost inspirat dintr-un c\u00e2ntec popular printre rom\u00e2ni, care \u00eel c\u00e2ntau la zilele de na\u0219tere. Este un mesaj at\u00e2t pentru persoana care s\u0103rb\u0103tore\u0219te, c\u00e2t \u0219i pentru to\u021bi cei care vor s\u0103 doneze \u0219i s\u0103 \u201eajute pe cineva s\u0103 se ridice\u201d.<\/p><p>Lansarea asocia\u021biei a fost programat\u0103 pentru sf\u00e2r\u0219itul lunii februarie la spitalul Marie Curie din Bucure\u0219ti, \u00eentr-o conferin\u021b\u0103 de pres\u0103 la care au fost invitate \u0219i personalit\u0103\u021bi publice participante la videoclipul de lansare. Chiar \u00een ziua lans\u0103rii, c\u00e2nd Melania le \u00eemp\u0103rt\u0103\u0219ea unor jurnali\u0219ti cele 12 cauze sociale pe care Asocia\u021bia Zi de Bine pl\u0103nuia s\u0103 le sus\u021bin\u0103 \u00een anul urm\u0103tor, pe aeroportul Henri Coand\u0103 autorit\u0103\u021bile rom\u00e2ne au comunicat primele m\u0103suri de s\u0103n\u0103tate public\u0103 luate \u00eempotriva pandemiei cu noul coronavirus.<\/p><\/div><div class=\"fusion-text\"><h2 class=\"title-project\" data-inline-fontsize=\"true\" data-inline-lineheight=\"true\" data-fontsize=\"36\" data-lineheight=\"47\">CONTEXT<\/h2><\/div><div class=\"fusion-text\"><p>\u00cen acel moment, asocia\u021bia planificase \u0219i pentru 15 martie un eveniment de amploare dedicat primei cauze \u2013 copiii abandona\u021bi \u00een spital, iar 2.300 de scaune urmau s\u0103 fie amplasate \u00eentre spitalul Marie Curie \u0219i Centrul de Recuperare al Asocia\u021biei Blondie, care urma s\u0103 primeasc\u0103 finan\u021bare din partea Zi de Bine. A sta pe un scaun la acest eveniment ar fi fost un simbol pentru oamenii care erau dispu\u0219i s\u0103 ajute copiii abandona\u021bi din spitale, implic\u00e2nd un adev\u0103r trist: nimeni nu st\u0103 al\u0103turi de ace\u0219ti copii atunci c\u00e2nd au nevoie. Odat\u0103 ce circula\u021bia persoanelor \u00een afara locuin\u021belor a fost restric\u021bionat \u0219i evenimentele fizice interzise, contextul s-a schimbat dramatic, iar scenariul pentru lansarea primului caz a fost complet reproiectat. Evenimentul s-a mutat online, iar to\u021bi cei care erau a\u0219tepta\u021bi s\u0103 vin\u0103 \u0219i s\u0103 ia loc pe scaune \u0219i-au f\u0103cut \u00een schimb fotografii st\u00e2nd pe scaunele lor acas\u0103, apoi le-au trimis \u00eempreun\u0103 cu o dona\u021bie prin SMS.<\/p><p>\u00cen tot acest timp, am fost martorii \u00eenceputului celei mai mari crize mondiale a secolului XXI. Am v\u0103zut evenimentele petrecute \u00een Italia \u0219i am sim\u021bit pericolul iminent. \u00cen Rom\u00e2nia, sistemul medical era paralizat, cu to\u021bii eram con\u0219tien\u021bi de faptul c\u0103 spitalele noastre nu aveau capacitatea de a vindeca prea mul\u021bi bolnavi simultan. \u00cen acest context, Melania a reg\u00e2ndit \u00eentreaga strategie \u0219i a decis s\u0103 aduc\u0103 pu\u021bin\u0103 bun\u0103tate \u00een aceast\u0103 lupt\u0103 cu necunoscutul: Pacien\u021bii din zonele locale \u0219i din spitalele din ora\u0219ele mici erau expu\u0219i celui mai mare risc, neav\u00e2nd beneficii din sponsoriz\u0103ri sau dona\u021bii de la marile corpora\u021bii \u0219i nici aten\u021bie din partea autorit\u0103\u021bilor.\u00a0<strong>R\u0103m\u00e2n\u00e2nd fidel\u0103 misiunii sale de a sus\u021bine cauze mai pu\u021bin vizibile \u0219i locale, asocia\u021bia a pus \u00een a\u0219teptare toate celelalte cauze \u0219i a \u00eenceput o activitate 24\/24 pentru a ajuta spitalele locale.<\/strong><\/p><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\">cercetarea<\/h2><\/div><div class=\"fusion-text\"><p>Pentru a atinge obiectivul finan\u021b\u0103rilor, am analizat comportamentul psihologic al rom\u00e2nilor \u0219i factorii declan\u0219atori care i-au determinat s\u0103 doneze. C\u00e2nd vine vorba de a face fapte bune, toat\u0103 lumea ofer\u0103 r\u0103spunsurile dorite, prin urmare, cercet\u0103rile care au ca \u021bint\u0103 contribuitori reali au un grad ridicat de p\u0103rtinire. Cea mai valoroas\u0103 surs\u0103 de cercetare a fost experien\u021ba fondatoarei asocia\u021biei, care a lucrat mai bine de 10 ani \u00een proiecte sociale. Am continuat cercetarea pentru a ob\u021bine perspective \u0219i de la al\u021bi fondatori de ONG-uri de succes, cum ar fi fondatoarele asocia\u021biei \u201eD\u0103ruie\u0219te via\u021ba\u201d, Carmen Uscatu \u0219i Oana Gheorghiu.<\/p><p>Din interviuri aprofundate cu aceste persoane remarcabile, am desprins ingredientele unui proiect de succes: o cauz\u0103 nobil\u0103, o implementare solid\u0103 \u0219i sus\u021bin\u0103tori de \u00eencredere. Dac\u0103 una dintre componente dispare, calea spre e\u0219ec se deschide u\u0219or. Am descoperit c\u0103 rom\u00e2nii simt din ce \u00een ce mai mult nevoia unui sens. Vor s\u0103 fac\u0103 lucruri bune, dar cu mai pu\u021bin efort. \u0218i a\u0219teapt\u0103 o recompens\u0103 prompt\u0103 \u00een schimbul acestui efort (motiv pentru care am decis ca fiecare cauz\u0103 s\u0103 dureze 30 de zile \u0219i s\u0103 prezinte rezultatele la sf\u00e2r\u0219itul fiec\u0103rei luni). Chiar \u0219i atunci c\u00e2nd fac lucruri bune, rom\u00e2nilor le place competi\u021bia.<\/p><p>Mai mult, \u00een fiecare lun\u0103 peste 1,5 milioane de rom\u00e2ni \u00ee\u0219i s\u0103rb\u0103toresc ziua de na\u0219tere. Ce-ar fi dac\u0103 unele dintre aceste persoane ar da un alt sens zilei lor de na\u0219tere, don\u00e2nd c\u00e2\u021biva euro pentru o cauz\u0103?<\/p><p>Au fost mai multe momente \u00een care am folosit aceste informa\u021bii. Toate cele 12 cauze pe care am decis s\u0103 le sprijinim au fost selectate lu\u00e2nd \u00een considerare urm\u0103toarele criterii: situa\u021bii din via\u021ba real\u0103 cu care se confrunt\u0103 comunit\u0103\u021bile, asocia\u021bii partenere de \u00eencredere \u0219i parteneri care au dat dovad\u0103 de spirit civic stabil \u0219i constant.<\/p><p>oate aceste criterii au fost stabilite atunci c\u00e2nd am decis s\u0103 ajut\u0103m spitalele locale \u00een cadrul campaniei #scutpentruspitale: pacien\u021bii vindeca\u021bi acolo prezentau un risc ridicat, asocia\u021biile \u0219i voluntarii locali au fost foarte grijulii \u0219i conecta\u021bi cu comunitatea lor, oamenii \u0219i companiile bune din fiecare zon\u0103 au fost cu adev\u0103rat interesate s\u0103 ajute spitalul din ora\u0219ul lor.<\/p><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\">planificarea<\/h2><\/div><div class=\"fusion-text\"><p><strong>OBIECTIVELE CAMPANIEI:\u00a0<\/strong><\/p><ul><li>Pentru a cre\u0219te gradul de con\u0219tientizare a asocia\u021biei Zi de Bine, un ONG cu un concept inovator, un curator pentru cauze sociale mai pu\u021bin vizibile<\/li><li>Str\u00e2ngere de fonduri rapid\u0103 \u2013 str\u00e2ngerea de dona\u021bii \u00eentr-un interval scurt de timp, de 30 de zile<\/li><li>S\u0103 atrag\u0103 un num\u0103r mare de personalit\u0103\u021bi care ofer\u0103 un exemplu demn de \u00eencredere \u0219i astfel s\u0103 genereze implicare social\u0103 \u00een comunitatea c\u0103reia i se adreseaz\u0103.<\/li><\/ul><p><strong>PUBLIC \u021aINT\u0102:<\/strong><\/p><ul><li><em>\u021aint\u0103 principal\u0103<\/em>: popula\u021bia urban\u0103 cu venituri medii \u0219i extramedii, care \u00ee\u0219i s\u0103rb\u0103tore\u0219te ziua de na\u0219tere \u2013 aproximativ 1.500.000 de rom\u00e2ni \u00een fiecare lun\u0103<\/li><li><em>\u021aint\u0103 secundar\u0103:\u00a0<\/em>factori de decizie din corpora\u021bii, antreprenori, la nivel de director general, directori de top \u00eemputernici\u021bi s\u0103 ia decizii privind dona\u021biile \u00een cadrul companiilor lor.<\/li><li>Mass-media \u0219i influenceri, personalit\u0103\u021bi din lumea televiziunii, culturale \u0219i artistice, modele inspira\u021bionale pentru comunit\u0103\u021bile lor.<\/li><\/ul><p><strong>CANALE DE COMUNICARE<\/strong>:<\/p><ul><li>mass-media; print, online, radio TV<\/li><li>canale proprii: site web \u0219i re\u021bele sociale (Facebook, Instagram, YouTube)<\/li><li>canale de contact direct cu personalit\u0103\u021bile lor: re\u021bele sociale, bloguri<\/li><\/ul><p><strong>Indicatori cheie de performan\u021b\u0103 (KPIS):\u00a0<\/strong><\/p><ul><li>Minim 1,5 milioane de OTS \u00een fiecare lun\u0103 (fiecare cauz\u0103 ajung\u00e2nd la 1,5 rom\u00e2ni cel pu\u021bin o dat\u0103 pe lun\u0103)<\/li><li>Apel la ac\u021biune \u2013 str\u00e2ngerea de dona\u021bii de la cel pu\u021bin 0,5% din persoanele vizate (1,5 milioane de persoane pe lun\u0103)<\/li><li>S\u0103 atragem cel pu\u021bin o personalitate public\u0103 care s\u0103 sus\u021bin\u0103 fiecare cauz\u0103.<\/li><\/ul><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\">execu\u0163ia<\/h2><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\" class=\"translation-block\">faza 1:  evenimentul de lansare zdb<\/h2><\/div><div class=\"fusion-text\"><p>Evenimentul de lansare a asocia\u021biei a avut loc sub forma unei conferin\u021be de pres\u0103 \u021binute la Spitalul Marie Curie, unde oamenii au fost invita\u021bi s\u0103 se al\u0103ture primei cauze propuse de asocia\u021bie: copiii abandona\u021bi \u00een spitale \u0219i \u00eengriji\u021bi de asocia\u021bia Blondie. Prin intermediul unui spot video \u00een care au jucat c\u00e2nt\u0103re\u021bi de top \u0219i VIP-uri din Rom\u00e2nia, oamenii au fost invita\u021bi s\u0103 doneze 4 euro. Personalit\u0103\u021bile care au filmat pro bono pentru cauz\u0103 au fost: Inna, Marius Florea Vizante, Cornel Ilie, Carla's Dream, Alex Dima, Cristian China Birta (e de 2 ori trecut), Mirela Retegan, Ioana Blaj, Ada Condeescu, Ana Barton, Alexandra Furne, Dorina Chiriac. Spotul a fost difuzat pe re\u021belele de socializare de c\u0103tre toate vedetele implicate. Mai mult, am convins 4 posturi de radio (Europa FM, Kiss FM, Rock FM, Magic FM) s\u0103 fie partenerii no\u0219tri \u0219i s\u0103 difuzeze o versiune audio timp de 2 luni.<\/p><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\" class=\"translation-block\">faza 2:  #scutpentruspitale<\/h2><\/div><div class=\"fusion-text\"><p>Ajust\u0103ri cauzate de pandemie \u0219i #ScutPentruSpitale. Izbucnirea pandemiei \u0219i trecerea evenimentelor de la offline la online au determinat adaptarea peste noapte a strategiei de comunicare.<\/p><p class=\"translation-block\">Am demarat o  campanie intens\u0103 de rela\u021bii cu media  pentru #scutpentruspitale, care a devenit prioritatea noastr\u0103 num\u0103rul 1. Respect\u00e2nd principiul transparen\u021bei, important pentru donatori, a\u0219a cum a relevat studiul, am comunicat periodic  evolu\u021bia fondurilor  \u0219i  lista echipamentelor trimise spitalelor.<\/p><p>Comunicatele de pres\u0103 tradi\u021bionale distribuite presei locale \u0219i na\u021bionale, materialele video \u0219i infograficele postate pe paginile de socializare ale asocia\u021biei, Melaniei \u0219i altor sus\u021bin\u0103tori, au devenit instrumentele de comunicare care au \u00eenlocuit evenimentele fa\u021b\u0103 \u00een fa\u021b\u0103. Mai mult, conceptul creativ al campaniei ini\u021biale \u201eCine se na\u0219te \u00een aprilie, mai, iunie (\u2026)\u201d a devenit \u00een timpul crizei \u201eCine se na\u0219te \u00een Petro\u0219ani, Sinaia, R\u0103d\u0103u\u021bi (\u2026)?\u201d.<\/p><p>Next, we started to\u00a0<strong>attract VIPs born in the certain towns<\/strong>\u00a0Apoi, am \u00eenceput s\u0103  atragem personalit\u0103\u021bi VIP n\u0103scute \u00een anumite ora\u0219e  \u00een care se aflau spitale pentru a deveni str\u00e2ng\u0103tori de fonduri pentru #scupentruspitale. Unul dintre cele mai uimitoare rezultate din aceast\u0103 etap\u0103 a campaniei a fost str\u00e2ngerea a 50.000 de euro \u00een 48 de ore. \u00cen timpul unui interviu \u00een direct la PRO TV, am primit 500 de mesaje text cu dona\u021bii \u00een doar 10 minute.<\/p><p>Ca pas urm\u0103tor, un grup de arti\u0219ti, inclusiv Irina Rimes (c\u00e2nt\u0103rea\u021b\u0103 de top din Republica Moldova \u0219i membr\u0103 a juriului emisiunii TV \u201eVocea Rom\u00e2niei\u201d), a sus\u021binut\u00a0<strong>un concert online \u201eQuarantine Fest\u201d<\/strong>\u00a0transmis simultan pe paginile de Facebook ale asocia\u021biei \u0219i ale partenerilor media. Oamenii au fost invita\u021bi s\u0103 doneze cauzei \u00een loc s\u0103 cumpere bilete.<\/p><p class=\"translation-block\">Ca \u00eencheiere a  campaniei  #scutpentruspitale  , a fost lansat un film manifest. Videoclipul a reunit vedetele \u0219i sus\u021bin\u0103torii financiari implica\u021bi, \u00een semn de recuno\u0219tin\u021b\u0103 pentru efortul depus de to\u021bi cei care au \u00een\u021beles s\u0103 ajute. Coloana sonor\u0103 a videoclipului a fost piesa \u201eTime for us\u201d compus\u0103 de trupa \u201eMan on the Moon\u201d. Filmul a devenit rapid viral pe paginile de socializare ale sus\u021bin\u0103torilor, ajung\u00e2nd la 3.000 de vizualiz\u0103ri \u00een doar c\u00e2teva zile.<\/p><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\" class=\"translation-block\">faza 3: comunicarea celorlalte cauze<\/h2><\/div><div class=\"fusion-text\"><p>Dup\u0103 campania #scutpentruspitale, asocia\u021bia \u0219i-a continuat activitatea cu:<\/p><ul><li>ZID de Bine \u00een iunie \u2013 un proiect al c\u0103rui scop a fost de a aduce bucurie copiilor din spitale, decor\u00e2nd priveli\u0219tea de la ferestrele lor cu dou\u0103 picturi murale create pe pere\u021bii cl\u0103dirilor aflate vizavi de cele mai mari spitale de copii din \u021bar\u0103;<\/li><li>Gr\u0103dina Terapeutic\u0103 din luna iulie menit\u0103 s\u0103 aduc\u0103 bucurie \u0219i lini\u0219te pacien\u021bilor care \u00ee\u0219i petrec via\u021ba \u00een Spitalul de Psihiatrie Eftimie Diamandescu;<\/li><li>Microdu\u0219 \u00een august, o rulot\u0103 transformat\u0103 \u00eentr-un du\u0219 mobil care circul\u0103 \u00een zonele rurale s\u0103race pentru a \u00eei \u00eenv\u0103\u021ba pe copiii defavoriza\u021bi importan\u021ba igienei;<\/li><li>S\u0103li de clas\u0103 \u00een aer liber, \u00een cur\u021bile \u0219colilor, \u00een septembrie, deoarece \u0219coala a \u00eenceput \u00een timpul pandemiei \u0219i multe institu\u021bii de \u00eenv\u0103\u021b\u0103m\u00e2nt nu erau preg\u0103tite. P\u00e2n\u0103 la sf\u00e2r\u0219itul anului 2020, Zi de Bine va organiza \u00eenc\u0103 3 proiecte, fiecare av\u00e2nd propriul plan de comunicare.<\/li><\/ul><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\">evaluare<\/h2><\/div><div class=\"fusion-text\"><h2 data-fontsize=\"36\" data-lineheight=\"38\">\u00a0<\/h2><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ba1946e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ba1946e\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b98cfe0\" data-id=\"b98cfe0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e82ecff elementor-widget elementor-widget-heading\" data-id=\"e82ecff\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">rezultate str\u00e2ngere de fonduri<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-69caa0c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"69caa0c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-eea3389\" data-id=\"eea3389\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-adb3022 elementor-widget elementor-widget-text-editor\" data-id=\"adb3022\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>1.000.000<\/h2><p>Dona\u021bii \u00een euro pentru cauz\u0103<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-8aec421\" data-id=\"8aec421\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-699218d elementor-widget elementor-widget-text-editor\" data-id=\"699218d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>&gt; 35.000<\/h2><p>Au fost primite mesaje text scurte, fiecare don\u00e2nd 2 euro pentru cauze.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-8dc18bb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"8dc18bb\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b2cd8f1\" data-id=\"b2cd8f1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba1f1f0 elementor-widget elementor-widget-heading\" data-id=\"ba1f1f0\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">rezultate de comunicare\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2f45e07 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2f45e07\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-88e03ab\" data-id=\"88e03ab\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d92ed4f elementor-widget elementor-widget-text-editor\" data-id=\"d92ed4f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>21.682.684<\/h2><p>OTS \u2013 acoperirea total\u0103 a campaniei \u00een pres\u0103<\/p><h2>260<\/h2><p>num\u0103rul total de materiale \u00een pres\u0103 (dintre care 10 \u0219tiri TV \u00een prime time).<\/p><h2>&gt; 12.000<\/h2><p>audien\u021b\u0103 pe canalele de socializare (paginile de Facebook, Instagram \u0219i YouTube).<\/p><h2>100%<\/h2><p>impresii pozitive din partea presei.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d0a23f0\" data-id=\"d0a23f0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7ba4fd elementor-widget elementor-widget-text-editor\" data-id=\"e7ba4fd\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>3.613.780<\/h2><p>OTS \u2013 acoperire medie lunar\u0103 \u00een pres\u0103<\/p><h2>20 de VIP-uri<\/h2><p>dintre care un campion mondial la tenis, un fost prim-ministru al Rom\u00e2niei \u0219i o vedet\u0103 pop interna\u021bional\u0103 de top, s-au implicat prin participarea la spotul video sau don\u00e2ndu-\u0219i zilele de na\u0219tere pentru cauze: Simona Halep, Inna, Marius Florea Vizante, Cornel Ilie, Carla\u2019s Dream, Alex Dima, Cristian China Birta, Mirela Retegan, Ioana Blaj, Ada Condeescu, Cristian Ana Barton, Alexandra Furne, Dorina Chiriac, Dacian Ciolo\u0219, Ada Roseti, Raluca Hagiu, Elena Lasconi, Emma Stefan, Adelina Pestritu, Teodora Antonescu<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-dc58c6d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"dc58c6d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c908af7\" data-id=\"c908af7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c7cde9a elementor-widget elementor-widget-heading\" data-id=\"c7cde9a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">rezultate opera\u021bionale\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a00e057 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a00e057\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c14da45\" data-id=\"c14da45\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f63ab12 elementor-widget elementor-widget-text-editor\" data-id=\"f63ab12\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>100<\/h2><p>Spitale ajutate<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-02430c6\" data-id=\"02430c6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32459b0 elementor-widget elementor-widget-text-editor\" data-id=\"32459b0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><h2>2<\/h2><p>unit\u0103\u021bi de suport pentru spitalele din Bucure\u0219ti \u0219i Cluj Napoca create de la zero.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e6b3815 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e6b3815\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4a92e82\" data-id=\"4a92e82\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9fc203b elementor-widget elementor-widget-text-editor\" data-id=\"9fc203b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\"><p>Pe l\u00e2ng\u0103 rezultatele cantitative ale campaniei, au existat dou\u0103 rezultate demne de men\u021bionat, care dovedesc succesul real al campaniei:<\/p><ul><li>\u00cen mai pu\u021bin de 3 luni, asocia\u021bia a reu\u0219it s\u0103 trimit\u0103 echipamente de protec\u021bie, teste \u0219i echipamente medicale \u00een valoare de peste 900.000 de euro c\u0103tre aproape 100 de spitale din Rom\u00e2nia.<\/li><li>Dup\u0103 prima lun\u0103 de campanie, asocia\u021bia \u201eZi de Bine\u201d a fost creditat\u0103 cu titlul de partener de \u00eencredere de c\u0103tre Auchan \u0219i Leroy Merlin \u00een procesul de str\u00e2ngere de fonduri pentru dotarea unei unit\u0103\u021bi de asisten\u021b\u0103 medical\u0103. Preg\u0103tit\u0103 \u00eentr-un timp record de doar 2 s\u0103pt\u0103m\u00e2ni, unitatea de asisten\u021b\u0103 medical\u0103 a fost predat\u0103 autorit\u0103\u021bilor, gata s\u0103 primeasc\u0103 350 de pacien\u021bi cu forme u\u0219oare de boli, u\u0219ur\u00e2nd astfel spitalele care puteau acum s\u0103 acorde aten\u021bie pacien\u021bilor afla\u021bi \u00een stare mai grav\u0103.<\/li><\/ul><p><strong>De ce este o campanie interesant\u0103?<\/strong><\/p><p>Caracteristica inovatoare a campaniei rezid\u0103 \u00een tonul vocii \u0219i abordarea mesajelor. \u00centr-o mass-media cople\u0219it\u0103 de mesaje negative, ne-am propus s\u0103 concentr\u0103m mesajele pentru fiecare faz\u0103 de comunicare \u00een jurul bucuriei de a tr\u0103i \u0219i al aspectelor pozitive. Pe parcursul campaniei #scutpentruspitale a existat o nevoie constant\u0103 de a g\u0103si solu\u021bii creative pentru a realiza schimb\u0103rile survenite din cauza contextului pandemic: am schimbat scenariul evenimentului din offline \u00een online, am prioritizat cauzele \u021bin\u00e2nd cont de context \u0219i am sus\u021binut cauzele cu cea mai mare nevoie de sprijin. \u0218i toate acestea au fost realizate doar prin eforturi digitale \u0219i de PR, campania neav\u00e2nd un buget alocat pentru implementare.<\/p><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Campania media a avut ca scop str\u00e2ngerea de dona\u021bii pentru tot ceea ce aveau nevoie spitalele din Rom\u00e2nia. Asocia\u021bia a reu\u0219it s\u0103 trimit\u0103 echipamente medicale la aproape 100 de spitale din \u021bar\u0103. \u00cen ceea ce prive\u0219te rezultatele de comunicare, am generat 260 de materiale \u00een pres\u0103 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u2026<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"https:\/\/www.publicadvisors.ro\/ro\/shield-for-hospitals-zi-de-bine-association\/\"> <span class=\"screen-reader-text\">Client: Zi de Bine Association:  campania: scut pentru spitale \u2013 asocia\u021bia zi de bine<\/span> Cite\u0219te mai mult \u00bb<\/a><\/p>","protected":false},"author":1,"featured_media":2501,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[11,9,20,27,26],"_links":{"self":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/1708"}],"collection":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/comments?post=1708"}],"version-history":[{"count":15,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/1708\/revisions"}],"predecessor-version":[{"id":2957,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/1708\/revisions\/2957"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media\/2501"}],"wp:attachment":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media?parent=1708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/categories?post=1708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/tags?post=1708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}