{"id":3142,"date":"2023-01-09T08:50:49","date_gmt":"2023-01-09T08:50:49","guid":{"rendered":"https:\/\/www.publicadvisors.ro\/?p=3142"},"modified":"2023-01-09T08:51:02","modified_gmt":"2023-01-09T08:51:02","slug":"campaign-nu-da-doar-cu-seen","status":"publish","type":"post","link":"https:\/\/www.publicadvisors.ro\/ro\/campaign-nu-da-doar-cu-seen\/","title":{"rendered":"Campania: NU da doar cu SEEN"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"3142\" class=\"elementor elementor-3142\" 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-4d34e6bc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d34e6bc\" 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-7b2afc9a\" data-id=\"7b2afc9a\" 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-13270608 elementor-widget elementor-widget-text-editor\" data-id=\"13270608\" 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\"><iframe loading=\"lazy\" width=\"560\" height=\"515\" src=\"https:\/\/www.youtube.com\/embed\/Hlg2xCZQ4LM\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe>\n\n<h2><strong>oportunitate<\/strong><\/h2>\nA fi p\u0103rinte de adolescent este dificil. \u00cen cazul \u00een care copilul t\u0103u se confrunt\u0103 cu depresia, este \u0219i mai greu. P\u0103rin\u021bii care au lucrat la produc\u021bia filmului \u201eOTTO Barbarul\u201d (film care a adus pe marile ecrane povestea unui t\u00e2n\u0103r care s-a confruntat cu moartea iubitei sale, c\u0103z\u00e2nd \u00een depresie) au decis c\u0103 trebuie s\u0103 fac\u0103 tot ce le st\u0103 \u00een putin\u021b\u0103 pentru a cre\u0219te gradul de con\u0219tientizare a gravit\u0103\u021bii subiectului \u201edepresia la adolescen\u021bi\u201d. Agen\u021bia The Public Advisors s-a al\u0103turat ca partener principal \u00een acest efort. Ini\u021biativa s-a bazat exclusiv pe puterea acestui grup de p\u0103rin\u021bi \u0219i a agen\u021biei de PR pentru a \u00eei ajuta s\u0103 duc\u0103 mesajul mai departe, f\u0103r\u0103 a implica sponsoriz\u0103ri corporative. Filmul a fost prezentat la \u201eTIFF\u201d, unde a primit premiul pentru \u201eCel mai bun film rom\u00e2nesc de lung metraj\u201d, \u0219i la Festivalul Anonimul.\n<h2><strong>cercetarea<\/strong><\/h2>\nTulburarea depresiv\u0103 major\u0103 la copii \u0219i adolescen\u021bi este adesea subdiagnosticat\u0103 la nivel mondial. \u00centr-o \u021bar\u0103 ca Rom\u00e2nia, unde subiectul a fost prezent \u00een discu\u021biile publice sau \u00een mass-media de foarte pu\u021bin timp, fenomenul subdiagnostic\u0103rii este cu at\u00e2t mai accentuat. Organiza\u021bia Mondial\u0103 a S\u0103n\u0103t\u0103\u021bii raporteaz\u0103 c\u0103 jum\u0103tate din toate cazurile de tulbur\u0103ri emo\u021bionale apar \u00een jurul v\u00e2rstei de 14 ani, \u00eens\u0103 majoritatea r\u0103m\u00e2n nedetectate \u0219i netratate \u0219i pot afecta profund domenii precum activitatea \u0219colar\u0103 \u0219i prezen\u021ba la cursuri.\nAdolescen\u021bii experimenteaz\u0103 episoade de depresie major\u0103 \u00eentr-o propor\u021bie similar\u0103 cu adul\u021bii, iar trei sferturi dintre ei sufer\u0103 \u0219i de alte tulbur\u0103ri mintale asociate. P\u00e2n\u0103 la v\u00e2rsta de 24 de ani, jum\u0103tate dintre cei care au avut un astfel de episod vor trece printr-un altul. Doar un sfert dintre cei care au avut un istoric de depresie major\u0103 \u00eentre 14 \u0219i 19 ani dep\u0103\u0219esc complet aceste probleme p\u00e2n\u0103 la 23 de ani, \u00eens\u0103 \u0219i ace\u0219tia r\u0103m\u00e2n supu\u0219i efectelor reziduale ale tulbur\u0103rilor tr\u0103ite \u00een adolescen\u021b\u0103. \u00cen plus, <b>majoritatea adolescen\u021bilor cu depresie (75%) nu beneficiaz\u0103 de tratament de specialitate.<\/b>Suicidul este principala cauz\u0103 de deces \u00een r\u00e2ndul tinerilor cu v\u00e2rste \u00eentre 10 \u0219i 19 ani \u00een \u021b\u0103rile europene cu venituri mici \u0219i medii din regiune \u0219i a doua cauz\u0103 \u00een \u021b\u0103rile cu venituri ridicate.\nPotrivit aceluia\u0219i raport, \u00een medie, \u00een cele 28 de \u021b\u0103ri europene membre OECD, p\u00e2n\u0103 la 10% dintre b\u0103ie\u021bii \u0219i 14% dintre fetele de 11 ani au declarat c\u0103 s-au sim\u021bit tri\u0219ti de mai multe ori pe s\u0103pt\u0103m\u00e2n\u0103 \u00een ultimele \u0219ase luni. Propor\u021bia celor care raporteaz\u0103 st\u0103ri de triste\u021be cre\u0219te odat\u0103 cu v\u00e2rsta, iar decalajul de gen devine \u0219i mai pronun\u021bat: la 11 ani, 14% dintre fete se simt triste comparative cu 10% dintre b\u0103ie\u021bi, \u00een timp ce la 15 ani diferen\u021ba se accentueaz\u0103: 29% dintre fete \u0219i doar 13% dintre b\u0103ie\u021bi.\n<h2><strong>planificarea<\/strong><\/h2>\n\u021ain\u00e2nd cont de faptul c\u0103 publicul \u021bint\u0103 era format din copiii \u0219i adolescen\u021bii care sufer\u0103 de depresie, dar \u0219i din p\u0103rin\u021bii, familiile, prietenii \u0219i profesorii lor, am creat un concept u\u0219or de \u00een\u021beles \u0219i asimilat de toate aceste categorii. Mesajul principal al campaniei a fost \u201eNU da doar cu SEEN\u201d, iar simbolul a fost semnul \u201eseen\u201d modificat pentru a avea trei bife albastre. Am ales acest simbol deoarece simbolul de bif\u0103 este foarte cunoscut utilizatorilor aplica\u021biei WhatsApp, extrem de popular\u0103 \u00een r\u00e2ndul tinerilor rom\u00e2ni, cu 2 miliarde de utilizatori la nivel global.\nAm f\u0103cut apoi o analogie cu via\u021ba unui adolescent deprimat: nu e suficient s\u0103 fii doar \u201ev\u0103zut\u201d. El are nevoie de ajutor, \u00een\u021belegere \u0219i sus\u021binere. Mesajul, care folose\u0219te limbajul folosit de adolescen\u021bi pe re\u021belele sociale, dar este \u00een\u021beles \u0219i de p\u0103rin\u021bi, \u00eenseamn\u0103: <b>nu ignora pe nimeni, fii atent, ofer\u0103 ajutor, r\u0103spunde \u0219i arat\u0103-i persoanei unde poate g\u0103si sprijin<\/b>. Cuv\u00e2ntul SEEN face \u0219i leg\u0103tura cu filmul: nu sta doar s\u0103-l prive\u0219ti, f\u0103 ceva. Pentru c\u0103 mesajul campaniei noastre a fost acela de a ac\u021biona, de a nu r\u0103m\u00e2ne un simplu observator al depresiei copilului, prietenului sau elevului t\u0103u, am ales ca ini\u021biatorii campaniei s\u0103 fie chiar cei care arat\u0103 drumul c\u0103tre cei dragi \u0219i le ofer\u0103 instrumente de interven\u021bie. Astfel, am atras-o ca partener de implementare pe psihologul Yolanda Cre\u021bescu, care a devenit \u201epurt\u0103toarea de cuv\u00e2nt\u201d a campaniei al\u0103turi de DepreHUB, una dintre cele mai populare platforme online de sprijin psihologic pentru tineri.\nNe-am concentrat eforturile de comunicare pe trei s\u0103pt\u0103m\u00e2ni de implementare tactic\u0103, \u00een paralel cu perioada \u00een care filmul \u201eOTTO Barbarul\u201d a rulat \u00een toate cinematografele din Rom\u00e2nia.\n<ul>\n \t<li class=\"translation-block\"><b>o<\/b><b> bif\u0103 gri <\/b>\u2013 mesajul a fost trimis, dar destinatarul nu l-a primit \u00eenc\u0103.<\/li>\n \t<li><b>t<\/b><b>dou\u0103 bife gri <\/b>\u2013 mesajul a ajuns pe telefonul destinatarului;<\/li>\n \t<li><b>dou\u0103 bife albastre <\/b>\u2013 mesajul a fost citit<\/li>\n<\/ul>\n<h2><strong>execu\u0163ia<\/strong><\/h2>\nCampania \u201eNU da doar cu SEEN\u201d s-a concentrat pe un mecanism care s\u0103 creasc\u0103 gradul de con\u0219tientizare a problemei \u0219i, apoi, pe un apel la ac\u021biune, \u00eendrum\u00e2nd c\u0103tre solu\u021bia propus\u0103: linia telefonic\u0103 gratuit\u0103 pentru adolescen\u021bi cu depresie, operat\u0103 de partenerul DepreHUB (<a href=\"https:\/\/adolescenti.deprehub.ro\/\" target=\"_blank\" rel=\"noopener\">https:\/\/adolescenti.deprehub.ro<\/a>\/ ), disponibil\u0103 pe toat\u0103 durata campaniei.\n<h5><b>Canale de comunicare \u0219i suport<\/b><\/h5>\n<b>Pentru tineri:<\/b>\n\nThe film itself represented an asset to the campaign and cinemagraphs and media were the channels for conveying the message through the film.\n\nInstragram: we selected this channel for its popularity among Romanian teenagers. On this channel we decided to use an approach specific to our audience and created a special image filter dedicated to the &#8220;NU da doar cu SEEN&#8221; campaign and the OTTO The Barbarian film. The filter has been used in several hundred posts and even adopted by influencers.\n\n<b>Pentru familie \u0219i profesori:<\/b>\n\nVideo-Podcast \u201cNu da doar cu SEEN\u201d \u2013 un concept de videoclipuri moderate de un specialist deja cunoscut pe tema depresiei \u00een r\u00e2ndul adolescen\u021bilor, psihologul Yolanda Cre\u021bescu. Pentru a transmite mesajul campaniei c\u0103tre aceast\u0103 categorie, am decis s\u0103 implic\u0103m c\u00e2teva voci cu credibilitate \u0219i audien\u021b\u0103 relevant\u0103. Am invitat \u0219i convins, f\u0103r\u0103 remunera\u021bie, c\u00e2\u021biva ambasadori din spa\u021biul public s\u0103 se al\u0103ture ini\u021biativei. Campania de rela\u021bii media a inclus o vizionare special\u0103 pentru pres\u0103 a filmului \u201eOTTO Barbarul\u201d, urmat\u0103 de o dezbatere live cu un psiholog \u0219i c\u00e2\u021biva dintre influencerii prezen\u021bi \u00een video-podcast.<\/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-e3a5696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e3a5696\" 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-f9ed817\" data-id=\"f9ed817\" 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-d04b40c elementor-widget elementor-widget-heading\" data-id=\"d04b40c\" 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\">evaluare<br><\/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-426b1cb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"426b1cb\" 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-f30f7c9\" data-id=\"f30f7c9\" 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-f04c26c elementor-widget elementor-widget-text-editor\" data-id=\"f04c26c\" 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>\u00cen doar trei s\u0103pt\u0103m\u00e2ni de campanie, am generat expunere pentru mesaj \u00een aproximativ <b>100 de materiale de pres\u0103 <\/b>pe toate canalele vizate, dintre care 54 \u00een media tradi\u021bional\u0103 (TV, radio, pres\u0103 scris\u0103, online) \u0219i 53 \u00een social media.<\/p><p class=\"translation-block\">Video-podcast: aproximativ <b>20.000 de vizualiz\u0103ri<\/b> pentru videoclipurile despre rela\u021biile adolescen\u021bilor cu p\u0103rin\u021bii \u00een contextul depresiei.<\/p><p><b>Reac\u021bii 100% pozitive <\/b>din partea mass-media.<\/p><p>Aproximativ <b>13 milioane OTS <\/b>(persoane expuse la mesajul nostru).<\/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-437fb9e\" data-id=\"437fb9e\" 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-6403e21 elementor-widget elementor-widget-text-editor\" data-id=\"6403e21\" 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>Peste <b>1.700 de copii \u0219i adolescen\u021bi <\/b>au folosit DepreHUB TeenLine. Analiza acestor cazuri arat\u0103 o cre\u0219tere \u00eengrijor\u0103toare a num\u0103rului de copii care recurg la auto-v\u0103t\u0103mare din cauza fricii, furiei sau conflictelor, o cre\u0219tere a cazurilor de fobie social\u0103 la copii \u0219i preadolescen\u021bi \u0219i un val de anxietate \u0219i hipocondrie \u00een r\u00e2ndul adolescen\u021bilor ca efect al perioadei pandemice.<\/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>A fi p\u0103rinte de adolescent este dificil. \u00cen cazul \u00een care copilul t\u0103u se confrunt\u0103 cu depresia, este \u0219i mai greu. P\u0103rin\u021bii care au lucrat la produc\u021bia filmului \u201eOTTO Barbarul\u201d (film care a adus pe marile ecrane povestea unui t\u00e2n\u0103r care s-a confruntat cu moartea iubitei sale, c\u0103z\u00e2nd \u00een depresie) au decis c\u0103 \u2026<\/p>\n<p class=\"read-more\"> <a class=\"ast-button\" href=\"https:\/\/www.publicadvisors.ro\/ro\/campaign-nu-da-doar-cu-seen\/\"> <span class=\"screen-reader-text\">Campania: NU da doar cu SEEN<\/span> Cite\u0219te mai mult \u00bb<\/a><\/p>","protected":false},"author":1,"featured_media":3199,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[7],"tags":[42,20,27,26],"_links":{"self":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3142"}],"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=3142"}],"version-history":[{"count":8,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3142\/revisions"}],"predecessor-version":[{"id":3203,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/posts\/3142\/revisions\/3203"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media\/3199"}],"wp:attachment":[{"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/media?parent=3142"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/categories?post=3142"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.publicadvisors.ro\/ro\/wp-json\/wp\/v2\/tags?post=3142"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}