{"id":9473,"date":"2024-09-19T06:55:09","date_gmt":"2024-09-19T06:55:09","guid":{"rendered":"https:\/\/mosaiking.com\/?p=9473"},"modified":"2025-12-03T15:18:46","modified_gmt":"2025-12-03T15:18:46","slug":"jo-soc-de-vida","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/jo-soc-de-vida\/","title":{"rendered":"Jo s\u00f3c de vida"},"content":{"rendered":"\n

L\u2019altre dia estava parlant amb la psicopedagoga Anna Llenas del concepte out of the box<\/em> (fora de la caixa), ideat per Mike Vance, que s\u2019ha dedicat a la cerca de les claus que bloquegen el proc\u00e9s del pensament creatiu, i em va obrir un m\u00f3n de possibilitats, tant personals com professionals.<\/h3>\n\n\n\n

La frase out of the box<\/em><\/strong> s\u2019utilitza per descriure un pensament o una soluci\u00f3 innovadora, no convencional, diferent. Aquesta expressi\u00f3 prov\u00e9 del repte del \u201cproblema dels nou punts\u201d (nine dots problem<\/em>), en qu\u00e8 es demana connectar nou punts disposats en una quadr\u00edcula de tres per tres amb nom\u00e9s quatre l\u00ednies rectes sense aixecar el llapis del paper. La soluci\u00f3 requereix que les l\u00ednies s\u2019estenguin m\u00e9s enll\u00e0 dels l\u00edmits impl\u00edcits del quadrat format pels punts, literalment, \u201cpensant fora de la caixa\u201d.<\/p>\n\n\n\n

Lligam amb les marques<\/strong><\/p>\n\n\n\n

Pensar fora dels paradigmes habituals \u00e9s interessant per a tothom, per\u00f2 especialment per a les marques i les seves campanyes de publicitat. En un mercat saturat i competitiu, les marques que es distingeixen s\u00f3n aquelles que es permeten ser creatives, innovadores i audaces. Aquelles que surten de la caixa. Si amb la nostra marca fem sempre el mateix, arribar\u00e0 el moment en qu\u00e8 formar\u00e0 part del paisatge del mercat i ja no se\u2019ns veur\u00e0 ni se\u2019ns distingir\u00e0.<\/p>\n\n\n\n

Com a exemple d\u2019aquest pensament i a punt per a les vacances, us vull parlar de les campanyes de tr\u00e0nsit, abordant el Servei Catal\u00e0 de Tr\u00e0nsit com una marca que t\u00e9 com a missi\u00f3 gestionar-lo, juntament amb la seguretat vi\u00e0ria a Catalunya, per reduir els accidents de circulaci\u00f3 i prevenir els sinistres.<\/p>\n\n\n\n

Si fem un recull dels darrers trenta anys, l\u2019estrat\u00e8gia de comunicaci\u00f3 ha sigut la mateixa: plantejar les campanyes en clau de desgr\u00e0cia, d\u2019accidents, del que passar\u00e0 si no complim les normes vi\u00e0ries.<\/strong><\/p>\n\n\n\n

Si b\u00e9 s\u00f3n campanyes de sensibilitzaci\u00f3 i d\u2019educaci\u00f3 multicanal sobre els riscos associats amb les conductes perilloses al volant, dur\u00edssimes, comen\u00e7o a dubtar que compleixin l\u2019objectiu de fer-nos canviar. Amb un to emocional, sovint explicant hist\u00f2ries reals, amb testimonis i elements visuals molt impactants per crear una resposta emocional i augmentar aix\u00ed la consci\u00e8ncia i la responsabilitat; treballant amb altres institucions i entitats com el Servei Catal\u00e0 de Tr\u00e0nsit, Mossos d\u2019Esquadra, Gu\u00e0rdia Urbana i\/o associacions de v\u00edctimes d\u2019accidents de tr\u00e0nsit per donar m\u00e9s for\u00e7a al missatge, i oferint dades estad\u00edstiques sobre accidents de tr\u00e0nsit per identificar les \u00e0rees i grups de risc m\u00e9s elevats i aix\u00ed focalitzar els esfor\u00e7os.<\/p>\n\n\n\n

Missatges clau que comuniquen:<\/strong><\/p>\n\n\n\n

Velocitat<\/strong>: \u201cA cada velocitat, la seva conseq\u00fc\u00e8ncia\u201d; alcohol i drogues:<\/strong> \u201cSi beus, no condueixis\u201d; distraccions<\/strong>: \u201cAl volant, 0 distraccions\u201d; \u00fas del cintur\u00f3 de seguretat:<\/strong> \u201cCintur\u00f3, sempre\u201d; \u00fas del casc:<\/strong> \u201cLa moto no et protegeix, el casc s\u00ed\u201d; vianants i ciclistes:<\/strong> \u201cRespecta els m\u00e9s vulnerables\u201d.<\/p>\n\n\n\n

Enguany, tots hem pogut veure la campanya \u201cDalt del cotxe, 0\u20190\u201d amb la can\u00e7\u00f3 que tots coneixem Dalt del cotxe hi ha una nina<\/em>, que tracta sobre el risc amb resultat fat\u00eddic de combinar el consum d\u2019alcohol i de drogues amb la conducci\u00f3.<\/p>\n\n\n\n

Totes aquestes campanyes han sigut fonamentals en la reducci\u00f3 d\u2019accidents i en la creaci\u00f3 d\u2019una cultura de seguretat vi\u00e0ria a Catalunya. El focus ha sigut sempre posar la vida i la seguretat dels ciutadans al centre de totes les iniciatives<\/p>\n\n\n\n

 <\/strong>  <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

. Tot i ser campanyes molt crues i molt dures, tinc els meus dubtes, com deia al principi de l\u2019article, que siguin decis\u00f2ries per assolir el que volem assolir: reduir morts i sinistralitats. S\u00f3n campanyes que ja no impacten per formar part del paisatge.<\/p>\n\n\n\n

Jo em pregunto\u2026 i si canvi\u00e9ssim l\u2019estrat\u00e8gia de comunicaci\u00f3 i el missatge clau a comunicar?<\/p>\n\n\n\n

I si en comptes de parlar d\u2019accidents, parlem de conducci\u00f3 tranquil\u00b7la.<\/p>\n\n\n\n

I si en comptes de parlar de morts, parlem de vius.<\/p>\n\n\n\n

I si en comptes de parlar de ferits, parlem de gent sana.<\/p>\n\n\n\n

I si en comptes de parlar dels que ja no tornen a casa, parlem dels que s\u00ed que hi tornen.<\/p>\n\n\n\n

Als catalans ens agrada viure, ens agrada la vida, gaudir-la i viure-la amb intensitat. I \u00e9s que a Catalunya som de vida.<\/strong><\/p>\n\n\n\n

Senyors del Servei General de Tr\u00e0nsit, amb total humilitat els dono un cop de m\u00e0. Qu\u00e8 els semblaria una campanya en qu\u00e8 l\u2019estrat\u00e8gia de comunicaci\u00f3 fos la de mantenir-nos vius, amb un missatge clau que parl\u00e9s de la vida? Potser amb m\u00e9s confian\u00e7a i positivisme tindr\u00edem una conducci\u00f3 molt m\u00e9s segura, amb m\u00e9s consci\u00e8ncia de les conseq\u00fc\u00e8ncies de saltar-nos les normes…<\/p>\n\n\n\n

Mantenir-nos vius \u00e9s cosa de tots, no nom\u00e9s de l\u2019SCT, perqu\u00e8 a Catalunya tots som de vida. Perqu\u00e8 #josocdevida.<\/em><\/strong><\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019altre dia estava parlant amb la psicopedagoga Anna Llenas del concepte out of the box (fora de la caixa), ideat per Mike Vance, que s\u2019ha dedicat a la cerca de les claus que bloquegen el proc\u00e9s del pensament creatiu, i em va obrir un m\u00f3n de possibilitats, tant personals com professionals.<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-9473","post","type-post","status-publish","format-standard","hentry","category-uncategorized-ca","entry"],"yoast_head":"\nJo s\u00f3c de vida - 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