{"id":45608,"date":"2021-02-09T16:20:00","date_gmt":"2021-02-09T15:20:00","guid":{"rendered":"https:\/\/www.praha7.cz\/?p=45608"},"modified":"2021-02-10T13:40:24","modified_gmt":"2021-02-10T12:40:24","slug":"hlavni-mesto-spousti-vizualni-kampan-k-ockovani-proti-nemoci-covid-19","status":"publish","type":"post","link":"https:\/\/www.praha7.cz\/hlavni-mesto-spousti-vizualni-kampan-k-ockovani-proti-nemoci-covid-19\/","title":{"rendered":"Hlavn\u00ed m\u011bsto spou\u0161t\u00ed vizu\u00e1ln\u00ed kampa\u0148 k o\u010dkov\u00e1n\u00ed proti nemoci covid-19"},"content":{"rendered":"

[perex]<\/p>\r\n

Veden\u00ed hlavn\u00edho m\u011bsta Prahy p\u0159edstavilo spole\u010dn\u011b se spole\u010dnost\u00ed DDB Prague, kter\u00e1 vytvo\u0159ila kreativn\u00ed koncept a poskytla vizu\u00e1ly zcela zdarma, kampa\u0148 k\u00a0o\u010dkov\u00e1n\u00ed proti nemoci COVID-19. Ta se zam\u011b\u0159uje v\u00fdhradn\u011b na motivaci \u0161irok\u00e9 ve\u0159ejnosti k\u00a0o\u010dkov\u00e1n\u00ed, ochranu vlastn\u00edho zdrav\u00ed a zdrav\u00ed bl\u00edzk\u00fdch a tak\u00e9 vidinu n\u00e1vratu k b\u011b\u017en\u00e9mu zp\u016fsobu \u017eivota. Kampa\u0148 ji\u017e odstartovala v\u00a0ulic\u00edch m\u011bsta a je vedena jako n\u00edzkon\u00e1kladov\u00e1, na nejn\u00e1kladn\u011bj\u0161\u00ed f\u00e1zi pro podporu o\u010dkov\u00e1n\u00ed vy\u010dlenilo hlavn\u00ed m\u011bsto p\u0159ibli\u017en\u011b 600 tis\u00edc korun, do kter\u00fdch je zahrnuta jak samotn\u00e1 kampa\u0148, tak vytvo\u0159en\u00ed, provoz a rozvoj webov\u00e9 aplikace ockovani.praha.eu<\/a>. Od poloviny \u00fanora pak budou nasazeny r\u00e1diov\u00e9 spoty a vyu\u017eit prostor v\u00a0ti\u0161t\u011bn\u00fdch, online m\u00e9di\u00edch a dal\u0161\u00edch ploch\u00e1ch.<\/p>\r\n

[\/perex]<\/p>\r\n

Hlavn\u00ed m\u011bsto Praha ve spolupr\u00e1ci s agenturou DDB Prague p\u0159ipravilo komplexn\u00ed informa\u010dn\u00ed kampa\u0148 o o\u010dkov\u00e1n\u00ed proti nemoci covid-19 pro obyvatele Prahy. Kampa\u0148 se zam\u011b\u0159uje na \u0161irokou ve\u0159ejnost a stav\u00ed na pozitivn\u00edch emoc\u00edch a srozumitelnosti, aby se s\u00a0n\u00ed lid\u00e9 mohli lehce ztoto\u017enit. Hlavn\u00edmi oblastmi jsou typick\u00e9 \u017eivotn\u00ed situace, kter\u00e9 jsou kv\u016fli pandemii koronaviru omezen\u00e9, nap\u0159\u00edklad se jedn\u00e1 o setk\u00e1v\u00e1n\u00ed lid\u00ed, r\u016fzn\u00e9 kulturn\u00ed ud\u00e1losti nebo n\u00e1vrat d\u011bt\u00ed do \u0161kol. Hlavn\u00ed m\u011bsto chce takto postupn\u011b oslovovat jednotliv\u00e9 c\u00edlov\u00e9 skupiny dle f\u00e1z\u00ed vl\u00e1dn\u00ed o\u010dkovac\u00ed strategie. Prvn\u00ed sada vizu\u00e1l\u016f bude pracovat s motivy rodiny, podnik\u00e1n\u00ed a vzd\u011bl\u00e1v\u00e1n\u00ed.<\/p>\r\n

\u201eKoronavirus\u00a0se na\u0161ich \u017eivot\u016f nejr\u016fzn\u011bj\u0161\u00edmi zp\u016fsoby dot\u00fdk\u00e1\u00a0u\u017e\u00a0t\u00e9m\u011b\u0159 rok. Je\u00a0nutn\u00e9, aby lid\u00e9 v t\u00e9to\u00a0n\u00e1ro\u010dn\u00e9\u00a0situaci neztr\u00e1celi\u00a0nad\u011bji, \u017ee\u00a0m\u016f\u017eeme nemoc\u00a0spole\u010dn\u00fdmi silami p\u0159ekonat.\u00a0To je pr\u00e1v\u011b c\u00edlem p\u0159edstaven\u00e9\u00a0kampan\u011b \u2013 uk\u00e1zat, \u017ee\u00a0n\u00e1vrat k \u017eivotu, na kter\u00fd jsme byli zvykl\u00ed,\u00a0je mo\u017en\u00fd, a\u00a0v\u00fdrazn\u011b k tomu m\u016f\u017ee pomoci pr\u00e1v\u011b\u00a0o\u010dkov\u00e1n\u00ed.\u00a0Je to svobodn\u00e9 rozhodnut\u00ed ka\u017ed\u00e9ho z n\u00e1s\u00a0a m\u011blo by b\u00fdt u\u010din\u011bno na z\u00e1klad\u011b relevantn\u00edch informac\u00ed,\u00a0kter\u00e9\u00a0jsou dostupn\u00e9 nap\u0159\u00edklad na\u00a0webu\u00a0ockovani.praha.eu. Podle m\u00e9ho n\u00e1zoru v t\u00e9to situaci\u00a0p\u0159\u00ednosy\u00a0o\u010dkov\u00e1n\u00ed dalece p\u0159evy\u0161uj\u00ed jeho mo\u017en\u00e1 rizika,<\/em>\u201c\u00a0uv\u00e1d\u00ed prim\u00e1tor hlavn\u00edho m\u011bsta Prahy Zden\u011bk H\u0159ib.\u00a0\u00a0<\/p>\r\n

Celkov\u011b je kampa\u0148 vedena jako n\u00edzkon\u00e1kladov\u00e1. V\u00a0alokovan\u00e9 \u010d\u00e1stce p\u0159ibli\u017en\u011b 600\u00a0tis\u00edc korun je zahrnuto jak vytvo\u0159en\u00ed, provoz a rozvoj webov\u00e9 aplikace ockovani.praha.eu, tak obrazov\u00fd spot pro seniory, licence na fotografie, vyti\u0161t\u011bn\u00ed vizu\u00e1l\u016f pro plochy m\u011bstsk\u00e9ho mobili\u00e1\u0159e, pron\u00e1jem dal\u0161\u00edch ploch, prostor v r\u00e1di\u00edch, ti\u0161t\u011bn\u00fdch i online m\u00e9di\u00edch a pron\u00e1jem obrazovek v budov\u00e1ch nemocnic v hlavn\u00edm m\u011bst\u011b. Vizu\u00e1ln\u00ed kampa\u0148 v\u00a0ulic\u00edch ji\u017e za\u010dala a od poloviny \u00fanora bude pokra\u010dovat i v\u00a0r\u00e1di\u00edch a dal\u0161\u00edch m\u00e9di\u00edch.<\/p>\r\n

\u201ePo roce se dost\u00e1v\u00e1me do kritick\u00e9 f\u00e1ze boje s pandemi\u00ed covid-19. Lid\u00e9 jsou unaveni, p\u0159ej\u00ed si n\u00e1vrat k norm\u00e1ln\u00edmu \u017eivotu. Z\u00e1rove\u0148 ale jsou lid\u00e9 vystaveni mno\u017estv\u00ed neodborn\u00fdch n\u00e1zor\u016f, konspira\u010dn\u00edm a dezinforma\u010dn\u00edm kampan\u00edm, kter\u00e9 ohro\u017euj\u00ed d\u016fv\u011bru lid\u00ed v o\u010dkov\u00e1n\u00ed. Pr\u00e1v\u011b o\u010dkov\u00e1n\u00ed je p\u0159itom tou nejrychlej\u0161\u00ed cestou, jak se vr\u00e1tit k b\u011b\u017en\u00e9mu, svobodn\u00e9mu \u017eivotu tak, jak jsme jej znali p\u0159ed pandemi\u00ed. P\u0159edstavovanou kampan\u00ed k o\u010dkov\u00e1n\u00ed mimo jin\u00e9 suplujeme vl\u00e1du \u010cesk\u00e9 republiky, kter\u00e1 v komunikaci s ob\u010dany tragicky selh\u00e1v\u00e1,\u201c<\/em> \u0159\u00edk\u00e1 n\u00e1m\u011bstek prim\u00e1tora hl. m. Prahy pro oblast bezpe\u010dnosti Petr Hlubu\u010dek.<\/p>\r\n

Praha pro kampa\u0148 vyu\u017eije vlastn\u00ed reklamn\u00ed plochy m\u011bstsk\u00e9ho mobili\u00e1\u0159e. N\u00e1klady vzniknou v\u00a0tomto p\u0159\u00edpad\u011b pouze s\u00a0tiskem vizu\u00e1l\u016f za \u010d\u00e1stku 11 400 korun. Ji\u017e v\u00a0minul\u00fdch dnech bylo p\u0159edstaveno tak\u00e9 video se seniory, kter\u00e9 pro metropoli nato\u010dila spole\u010dnost Boki production za cenu 37\u00a0820 korun bez DPH. Vyu\u017eity budou tak\u00e9 obrazovky v\u00a0nemocnic\u00edch na \u00fazem\u00ed hlavn\u00edho m\u011bsta Prahy. Za jejich pron\u00e1jem zaplat\u00ed pra\u017esk\u00fd magistr\u00e1t na m\u011bs\u00edc necel\u00fdch 50 tis\u00edc korun.<\/p>\r\n

\u201eO\u010dkov\u00e1n\u00ed bude skute\u010dn\u011b \u00fa\u010dinn\u00e9 jen ve chv\u00edli, kdy bude oo\u010dkov\u00e1n dostate\u010dn\u00fd pod\u00edl obyvatel, to z\u00a0velk\u00e9 \u010d\u00e1sti zahrnuje i ty, kter\u00e9 onemocn\u011bn\u00ed covid-19 p\u0159\u00edmo neohro\u017euje a jejich\u017e motivace k\u00a0o\u010dkov\u00e1n\u00ed m\u016f\u017ee b\u00fdt pr\u00e1v\u011b proto ni\u017e\u0161\u00ed. Z\u00a0toho d\u016fvodu jsme se rozhodli realizovat informa\u010dn\u00ed kampa\u0148, kter\u00e1 nyn\u00ed p\u0159ich\u00e1z\u00ed do ve\u0159ejn\u00e9ho prostoru. Chceme b\u00fdt Pra\u017ean\u016fm oporou v\u00a0jejich v\u00e1h\u00e1n\u00ed\u00a0a podpo\u0159it jejich rozhodnut\u00ed vlastn\u00edm o\u010dkov\u00e1n\u00edm pos\u00edlit celou spole\u010dnost, zejm\u00e9na nejohro\u017een\u011bj\u0161\u00ed skupiny obyvatel, jak\u00fdmi jsou senio\u0159i, lid\u00e9 se sn\u00ed\u017eenou imunitou a dal\u0161\u00ed. S\u00e1z\u00edme tak\u00e9 na spolupr\u00e1ci s\u00a0praktick\u00fdmi l\u00e9ka\u0159i, o nich\u017e z\u00a0v\u00fdzkumu ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed v\u00edme, \u017ee d\u00edky velk\u00e9 d\u016fv\u011b\u0159e sv\u00fdch pacient\u016f mohou velmi pozitivn\u011b ovlivnit rozhodnut\u00ed o\u010dkovat se,\u201c<\/em> popisuje Milena Johnov\u00e1, radn\u00ed hl. m. Prahy pro oblast zdravotnictv\u00ed a soci\u00e1ln\u00ed politiku.<\/p>\r\n

D\u016fle\u017eitou sou\u010d\u00e1st\u00ed kampan\u011b jsou str\u00e1nky ockovani.praha.eu<\/a>, na kter\u00fdch lid\u00e9 naleznou novinky o o\u010dkov\u00e1n\u00ed, z\u00e1kladn\u00ed informace, vyvracen\u00ed m\u00fdt\u016f i jednoduch\u00fd n\u00e1vod k registraci na o\u010dkov\u00e1n\u00ed.<\/strong><\/p>\r\n

Webov\u00e9 str\u00e1nky byly vytvo\u0159eny m\u011bstskou spole\u010dnost\u00ed Oper\u00e1tor ICT. Celkem za n\u011b hlavn\u00ed m\u011bsto zaplatilo 114\u00a0 400 korun bez DPH a m\u011bs\u00ed\u010dn\u00ed spr\u00e1va vyjde na 22\u00a0980 korun.<\/p>\r\n

\u201eJeliko\u017e se nach\u00e1z\u00edme v situaci, kdy se nem\u016f\u017eeme spolehnout jen na osv\u011btovou kampa\u0148 st\u00e1tu, jsem r\u00e1d, \u017ee se Praha rozhodla vydat i vlastn\u00ed cestou. Podle ned\u00e1vn\u00e9ho v\u00fdzkumu se chce nechat o\u010dkovat 65 procent Pra\u017ean\u016f, co\u017e je st\u00e1le nedostate\u010dn\u00e9 \u010d\u00edslo. Proto je d\u016fle\u017eit\u00e9 pokusit se zb\u00fdvaj\u00edc\u00ed \u010d\u00e1st lid\u00ed nen\u00e1siln\u011b p\u0159esv\u011bd\u010dit a informovat. Obzvl\u00e1\u0161\u0165, vezmeme-li v potaz, \u017ee 81 procent Pra\u017ean\u016f se zaj\u00edm\u00e1 o informace o o\u010dkov\u00e1n\u00ed, p\u0159esto 42 procent Pra\u017ean\u016f m\u00e1 pocit nedostatku informac\u00ed. Pevn\u011b v\u011b\u0159\u00edm tomu, \u017ee se poda\u0159\u00ed tyhle mezery komplexn\u00ed informa\u010dn\u00ed kampan\u00ed zaplnit,\u201c<\/em> dod\u00e1v\u00e1 p\u0159edseda zastupitelsk\u00e9ho klubu Spojen\u00e9 s\u00edly pro Prahu Ji\u0159\u00ed Posp\u00ed\u0161il.<\/p>\r\n

\u201eV\u011b\u0159\u00edme v s\u00edlu emoc\u00ed, z \u010deho\u017e jsme p\u0159i vytv\u00e1\u0159en\u00ed kampan\u011b vych\u00e1zeli. Jej\u00edm hlavn\u00edm motivem je touha \u017e\u00edt jako d\u0159\u00edv. Pr\u00e1v\u011b ta n\u00e1s jako spole\u010dnost spojuje i v t\u00e9to jinak rozh\u00e1dan\u00e9 dob\u011b. Z\u00e1rove\u0148 v\u0161ak kampa\u0148 odkazuje i na zdroje, kter\u00e9 poskytnou lidem pot\u0159ebn\u00e9 racion\u00e1ln\u00ed argumenty a fakta,\u201c<\/em> vysv\u011btluje Darko Silajd\u017ei\u0107, \u0159editel agentury DDB Prague, kter\u00e1 poskytla ve\u0161ker\u00e9 vizu\u00e1ly hlavn\u00edmu m\u011bstu zcela zdarma k vyu\u017eit\u00ed.<\/p>\r\n

Do spolupr\u00e1ce se bezplatn\u011b zapojila cel\u00e1 \u0159ada subjekt\u016f v\u010detn\u011b DDB Prague. Dopravn\u00ed podnik hl. m. Prahy vy\u010dlenil pro um\u00edst\u011bn\u00ed vizu\u00e1l\u016f prostor v prost\u0159edc\u00edch MHD, na stojanech a n\u00e1st\u011bnk\u00e1ch v\u00a0metru, hl\u00e1\u0161en\u00ed v metru nebo prostor v zam\u011bstnaneck\u00e9m newsletteru se z\u00e1sahem asi 10 tis\u00edc zam\u011bstnanc\u016f. Bezplatnou pomoc poskytl tak\u00e9 Svaz provozovatel\u016f venkovn\u00ed reklamy formou digit\u00e1ln\u00edch i klasick\u00fdch CLV nosi\u010d\u016f na exponovan\u00fdch n\u00e1stupi\u0161t\u00edch metra a LED obrazovky na frekventovan\u00fdch \u00fasec\u00edch komunikac\u00ed. Do spolupr\u00e1ce se zapojily i vybran\u00e9 obchodn\u00ed \u0159et\u011bzce, nap\u0159. Kaufland, Lidl a dal\u0161\u00ed, v\u00a0tuto chv\u00edli se \u0159e\u0161\u00ed konkr\u00e9tn\u00ed rozsah spolupr\u00e1ce.<\/p>\r\n

\u201eNab\u00eddku voln\u00e9ho vyu\u017eit\u00ed vizu\u00e1l\u016f formou otev\u0159en\u00fdch dat sm\u011b\u0159ujeme i na Asociaci kraj\u016f \u010cesk\u00e9 republiky, abychom jim pomohli v t\u00e9to nelehk\u00e9 dob\u011b \u0161et\u0159it n\u00e1klady a \u010das. V\u0161echny kraje maj\u00ed spole\u010dn\u00fd c\u00edl, a tak mohou vyu\u017e\u00edt profesion\u00e1ln\u00edch vizu\u00e1l\u016f, kter\u00e9 n\u00e1m pomohla vytvo\u0159it agentura DDB Prague,\u201c<\/em> uzav\u00edr\u00e1 \u0159editelka odboru m\u00e9di\u00ed a marketingu pra\u017esk\u00e9ho magistr\u00e1tu Jana Berkov\u00e1.<\/p>\r\n

Propaga\u010dn\u00ed a informa\u010dn\u00ed videa\u00a0O\u010dkov\u00e1n\u00ed proti Covid-19 – YouTube<\/a><\/h3>\r\n

ockovani.praha.eu<\/a><\/h3>\r\n

 <\/p>\r\n

\"\"<\/p>\r\n

\"\"<\/p>","protected":false},"excerpt":{"rendered":"[perex] Veden\u00ed hlavn\u00edho m\u011bsta Prahy p\u0159edstavilo spole\u010dn\u011b se spole\u010dnost\u00ed DDB Prague, kter\u00e1 vytvo\u0159ila kreativn\u00ed koncept a poskytla vizu\u00e1ly zcela zdarma, kampa\u0148 k\u00a0o\u010dkov\u00e1n\u00ed proti nemoci COVID-19. Ta se zam\u011b\u0159uje v\u00fdhradn\u011b na motivaci \u0161irok\u00e9 ve\u0159ejnosti k\u00a0o\u010dkov\u00e1n\u00ed, ochranu vlastn\u00edho zdrav\u00ed a zdrav\u00ed bl\u00edzk\u00fdch a tak\u00e9 vidinu n\u00e1vratu k b\u011b\u017en\u00e9mu zp\u016fsobu \u017eivota. Kampa\u0148 ji\u017e odstartovala v\u00a0ulic\u00edch m\u011bsta a je vedena jako n\u00edzkon\u00e1kladov\u00e1, na nejn\u00e1kladn\u011bj\u0161\u00ed […]","protected":false},"author":5,"featured_media":45611,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[34],"tags":[],"_links":{"self":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/45608"}],"collection":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/comments?post=45608"}],"version-history":[{"count":5,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/45608\/revisions"}],"predecessor-version":[{"id":45636,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/posts\/45608\/revisions\/45636"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/media\/45611"}],"wp:attachment":[{"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/media?parent=45608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/categories?post=45608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.praha7.cz\/api\/wp\/v2\/tags?post=45608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}