Am văzut zilele acestea pe câteva panouri publicitare, în Cluj și pe drumurile naționale, mesajele unei campanii derulate de OMV-Petrom, care promovează rezultatele acțiunilor de responsabilitate socială derulate de această companie. Proiectul Țara lui Andrei, care de fapt nu mai este doar un proiect, ci o sumă consistentă de inițiative civice de mare impact, este, după părerea mea, cea mai serioasă și de succes construcție de CSR derulată vreodată în România, un adevărat exemplu pentru toate celelalte inițiative similare.
Cred că tot ceea ce a făcut în ultimii ani în România divizia de comunicare a OMV Petrom, sub conducerea fostei jurnaliste Mona Nicolici reprezintă un model de angajament real, consistent și pe deplin asumat, pentru schimbarea mentalităților și încurajarea proiectelor realmente utile în plan social. Sunt foarte multe proiectele susținute sau inițiate sub umbrela etichetei Țara lui Andrei, care s-au concretizat deja în fapte bune și importante pentru comunitate. Țara lui Andrei este, dacă vreți, cea mai bună exemplificare a conceptului de Marketing 3.0, descris în cartea cu același nume semnată acum câțiva ani de Philip Kotler, alături de doi autori asiatici.
Și eu cred, așa cum spune Philip Kotler în carte, că, în condițiile în care competiția economică avansată face insignifiantă sau aproape indescifrabilă diferențierea prin elementele mixului clasic de marketing, politicile de responsabilitate socială și asumarea reală și dovedită prin fapte a unor valori reale și importante pentru comunitate pot să aducă succesul de piață pentru o companie inteligentă și bine intenționată. În cazul relației mele cu OMV Petrom treaba asta a funcționat, de câțiva ani alimentez doar de la stațiile lor, chiar dacă nu peste tot nivelul serviciilor este la cele mai înalte standarde. Faptul că o parte din banii plătiți se întoarce către mine, ca și cetățean, prin aceste proiecte sociale, este un argument suficient de puternic pentru a mă convinge să devin client fidel.
Revenind la panourile din actuala campanie, o singură observație sau sugestie aș vrea să fac. Mesajele de pe panouri prezintă cifre relevante ca și rezultate ale proiectelor derulate, însoțite de headline-ul Pentru o țară de nota 10, care unește ideatic proiectele de CSR de mesajele publicitare actuale ale companiei, dar și de sloganul Se poate!, scris cu un font care imită scrisul de mână. Acest slogan nu este cea mai fericită alegere, din cauza conținutului impersonal și din pricina celui de-al doilea său sens, cel dubitativ. Parcă panourile și întreaga campanie ar fi arătat mult mai bine și mai convingător dacă sloganul avea o formulă mai caldă, mai personală și mai aproape de ideea de comunitate și colaborare: Putem! sau, și mai clar și mai puternic, Da, putem! sau Hai că putem!
În ciuda acestei alegeri mai puțin inspirate, întreaga inițiativă Țara lui Andrei și toate programele care s-au dezvoltat ulterior în jurul acestui nucleu merită toate aprecierile și constituie pentru multă vreme de aici încolo un reper important atunci când ne referim la responsabilitate socială corporatistă, aplicată concret în România. Uite că putem avea o companie de anvergură națională realmente preocupată și implicată consistent în proiecte relevante de importanță națională. De-ar fi mai multe și la fel de dinamice, altfel ar sta treaba.








Bună, Doru,
Îţi mulţumim pentru cuvintele frumoase şi pentru sugestii!
Ne bucurăm că urmăreşti îndeaproape proiectele din Țara lui Andrei şi că ai analizat pe blogul tău mesajele uneia dintre campaniile noastre de comunicare.
Noi promovăm acest tip de atitudine printre fanii noştri – îi provocăm să ne spună opiniile lor, să ne povestească pe blogul colectiv despre iniţiativele lor, să fie activi. În felul acesta, putem construi împreună proiecte care să ajute în mod autentic comunităţile din România.
Dacă ai un subiect pe care ai vrea să îl tratezi pe blogul colectiv al Ţării lui Andrei, te invităm cu drag să scrii un articol. Poţi aborda teme care să inspire comunitatea de oameni cu iniţiativă sau să o educe. Aici poţi vedea articolele scrise de antreprenori, bloggeri, jurnalişti care şi-au asumat un rol activ în comunitate:
Ambasadorii Se poate: http://www.taraluiandrei.ro/blog?txt=&autor=&cat=9
Echipa de Suport: http://www.taraluiandrei.ro/blog?txt=&autor=&cat=10
Cu drag,
Echipa Țara lui Andrei
That’s the best answer by far! Thanks for cortinbuting.
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For jeg har hatt et utrolig bad boy image tidligere i grunn:p Dette var den eneste drikka vi hadde uansett, but hey, great input