Inca mai este nevoie de viral pentru sanatate
Am citit zilele acestea o insemnare interesanta a lui Dragos Dehelean. In acel post Dragos lauda pitch-ul lui Dan Barbulescu de la Ogilvy PR London adresat lui Victor Ciutacu.
In sine, initiativa este una meritorie. Dupa cum aflam de pe site-ul jurnalistului Victor Ciutacu, care a postat intreg emailul sosit din partea reprezentantului agentiei de PR, “Incercam printr-o campanie virala de PR sa adunam un milion de adeziuni (in intreaga Europa) pe o petitie care se cheama STOP Cancerului Cervical in Europa. Din pacate, accesul la programe de prevenire si tratament pentru aceasta forma de cancer (printre singurele care poate fi depistata si tratata din timp) este foarte limitat de costuri mari si lipsa de informatii. Romania este tara din Europa cu cel mai mare numar de bolnavi sau mai bine zis bolnave (3000 de cazuri), cancerul cervical (sau de col uterin) manifestandu-se, prin definitie, numai la femei.”
Puteti citi intregul material si comentariile de pana acum direct pe site-ul lui Victor Ciutacu, iar petitia poate fi semnata accesand acest link, informatii suplimentare fiind disponibile aici.
Ceea ce ma ingrijoreaza pe mine este ca intr-o perioada in care accesul la informatie nu mai constituie o problema in multe domenii, in ceea ce priveste sanatatea se pare ca suntem privati de o sumedenie de date care ar putea face diferenta (in viata si buzunarul nostru). Astfel, dupa “campania” Mihaelei Radulescu si a colegilor ei din Antena din care am aflat despre prevederile unei legi conform carora putem sa apelam la tratamente gratuite in spatiul UE pentru multe dintre bolile foarte grave (campanie ce a dus la multe scandaluri de presa si nu numai), acum aflam despre o initiativa care iata se desfasoara la nivelul intregii Europe.
Sunt popularizate in aceasta perioada mai degraba informatii si barfe – decat elemente critice. Ce se intampla in acest context cu mass-media? Imi aduc aminte si de ideea din cartea Adrianei Tarus – Peace PR despre care am scris deja pe blog (si a fost prezentata si pe PRwave la rubrica Books Wave detaliat aici): este mere evidentiat conflictul, rar pacea.
Putem asadar sa mergem mai departe cu analiza si sa ne intrebam unde se va ajunge in acest context?
Revenind la ideea pitchului, se remarca intr-adevar adaptarea discursului si a propunerii la persoana careia i se scrie. De asemenea stilul este unul foarte potrivit si iata ca in acest mod invitatia a fost imediat acceptata de adresant (Victor Ciutacu). Asa cum spune si Dragos, un exemplu de blog pitching ce va ramane multe vreme in top.
Sper si eu ca multi sa se informeze in legatura cu aceasta campanie – acum ca detaliile pot fi aflate cu usurinta – si in masura in care cred in initiativa sa si semneze petitia.
Insemnari similare
Ai dreptate, Loredana. Se pot face inca multe lucruri bune prin astfel de campanii. Si cred ca multe le putem face in primul rand noi, oamenii de PR.
Putem intr-adevar sa contribuim la multe – mai ales daca reusim sa fim putin creativi. Important e ca dincolo poate de preocuparile financiare sau cele de notorietate in anumite zone sa ne dorim sa facem si lucruri doar pentru a sprijini anumite cauze.
Comentariu pe marginea discutiei:
In fiecare zi suntem bombardati de milioane de biti de informatie. Fiecare companie vrea sa-si faca cunoscut produsul/serviciul. Acum daca fiecare boala va beneficia de o campanie de informare, nu stiu cu cat se vor imbunatati lucrurile. Da, exista cancer cervical. Exista si alte sute de boli, una mai nenorocita ca alta. Exista si nu stiu cate tipuri de diabet. Si diabetul poate da in Alzhaimer si in Parkingson. In plus, diabetul poate fi declansat pe fond nervos (nervos). Cum ar fi in fiecare zi sa primim informatii despre 5 boli (minim)?
Mai potrivita ar fi o campanie care sa te indemne sa faci vizite regulate la medic. O campanie care sa te faca sa intelegi ca e mai bine sa previi decat sa tratezi. De exemplu, o campanie ca femeile sa-si faca un control ginecologic periodic. Si la ginecolog sa afle ca daca nu face aia si aia, poate dezvolta cancer, sau poate face chisturi sau se poate intampla urmatorul lucru…. Ar trebui lucrat mai ales pe relatia medic-pacient, sa existe o comunicare eficienta.
Cat despre spot…mai mult ma sperie decat ma informeaza! Da, mersul la ginecolog e neplacut dar nu e mare filosofie sa-ti faci un Papanicolau.
Si mai este ceva – apropo de PR: pe site-ul lui Victor Ciutacu nu se constata vreun indemn. Titlul spune ca sprijina campania si in rest este redat emailul, fara a fi personalizat in sensul vreunei precizari personale a autorului.
Ce se doreste de fapt la un blog pitch-ing: doar sa se redea un email, sau ca intreaga idee sa fie “promovata” (in cazul de fata sa existe in indemn direct)? E-adevarat pe de alta parte ca indemnul este tacit in aceasta insemnare – avand in vedere titlul si redarea intregului email.
Consider ca faptul ca mi-am declarat sprijinul pentru aceasta campanie e arhisuficient. Fiecare gandeste cu propriul cap…
Sau cel putin ar trebui sa incerce sa ia deciziile fara a fi atat de usor influentat – mai ales daca ne uitam la cat de usor se manipuleaza masele la noi.
Intrebarea de fapt incerca sa “alunece” spre o zona mai generala: in cazul de fata subliniam ca titlul sugereaza sprijinul iar intregul email este grator. In general insa, din punct de vedere al oamenilor de PR, oare ce se doreste mai mult: o opinie personala a autorului (jurnalist) sau prezentarea obiectiva a unei cauze? Un indemn sau ceva general deschis analizei la nivelul fiecarei in parte?
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