{"id":13201,"date":"2009-12-23T12:39:57","date_gmt":"2009-12-23T15:39:57","guid":{"rendered":"http:\/\/www.inclusive.org.br\/?p=13201"},"modified":"2009-12-23T12:39:57","modified_gmt":"2009-12-23T15:39:57","slug":"ponto-de-vista-jb-instituto-metasocial","status":"publish","type":"post","link":"https:\/\/inclusivenews.com.br\/?p=13201","title":{"rendered":"Ponto de Vista JB – Instituto MetaSocial"},"content":{"rendered":"

\n

\"Panfleto<\/a>
Panfleto de divulga\u00e7\u00e3o da campanha: Por qu\u00ea Ser Diferente \u00e9 Normal? Porque cada um \u00e9 \u00fanico. Junte-se ao Manifesto pela Inclus\u00e3o, www.serdiferenteenormal.org.br. Ser Diferente \u00e9 Normal e os Direitos s\u00e3o Iguais. logotipo do Instituto MetaSocial e foto de rapaz com s\u00edndrome de Down.<\/figcaption><\/figure>\n

HELENA WERNECK \u2013 COORDENADORA GERAL DO INSTITUTO METASOCIAL<\/p>\n

PONTO DE VISTA<\/p>\n

Qual \u00e9 o maior desafio de falar sobre s\u00edndrome de Down na propaganda? \u2013 O maior desafio da ag\u00eancia \u00e9 permitir que o cidad\u00e3o\/telespectador comum, sem conhecimento da causa, possa se \u201ctocar\u201d positivamente com a mensagem, percebendo as capacidades e potencialidades das pessoas com defici\u00eancia intelectual e repensar seus preconceitos.

Qual costuma ser o foco das campanhas do instituto? \u2013 O foco de todas as nossas campanhas sempre foi passar uma informa\u00e7\u00e3o direta e correta para a sociedade de que, por tr\u00e1s de um rosto com alguns tra\u00e7os diferentes, existe uma pessoa comum, produtiva, com desejos e capaz de se tornar um cidad\u00e3o completo.

Voc\u00ea acha que as empresas, em geral, comunicam bem seus investimentos em a\u00e7\u00f5es de responsabilidade social ou h\u00e1 muito bl\u00e1-bl\u00e1-bl\u00e1? \u2013 Algumas empresas ainda se relacionam de forma bem distante de seus investimentos em a\u00e7\u00f5es de responsabilidade social. Acreditam que basta apoiar\/patrocinar algum bom projeto sem envolvimento real. No entanto, h\u00e1 empresas que fazem este investimento com sabedoria implantando \u201cverdadeiramente\u201d este conceito dentro de suas estruturas, aglutinando funcion\u00e1rios e diretoria \u2013 e fazendo com que seu consumidor acompanhe e perceba este processo.

Qual deve ser, na sua vis\u00e3o, o tom das campanhas que focam este tema? \u2013 Sempre e unicamente verdadeiro.

Devem passar credibilidade. O consumidor\/telespectador \u00e9 muito atento. Em nossas campanhas, todos os temas \u201cbrifados\u201d apresentaram personagens\/atores com talentos reais. Se o foco era mexer com a tem\u00e1tica das Leis de Cota, ent\u00e3o o personagem do nosso filme tinha que ser verdadeiramente protagonista daquela a\u00e7\u00e3o.

Quem s\u00e3o as empresas que apoiam o Instituto MetaSocial e seus projetos? \u2013 Em nosso projeto atual, que \u00e9 o site Manifesto, s\u00e3o parceiros volunt\u00e1rios a ag\u00eancia Giovanni+ DraftFCB, Rede Globo, Microwave, Alog, Rionet, a ag\u00eancia Inclusive e v\u00e1rios profissionais independentes.

Estamos em busca de apoio para a execu\u00e7\u00e3o da segunda etapa do Manifesto, que \u00e9 torn\u00e1-lo de utilidade p\u00fablica. A convite da ONU, o projeto foi apresentado no dia 3\/12\/09 \u2013 dia internacional dos Direitos da Pessoas com Defici\u00eancia em sua sede em Nova York.<\/p>\n

Fonte: JB Online<\/p>\n

http:\/\/jbonline.terra.com.br\/leiajb\/2009\/12\/21\/primeiro_caderno\/negocios__propaganda.asp<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Em entrevista ao caderno de Neg\u00f3cios e Propaganda do Jornal do Brasil, Helena Werneck fala sobre a campanha Ser Diferente \u00e9 Normal.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-container-style":"default","site-container-layout":"default","site-sidebar-layout":"default","disable-article-header":"default","disable-site-header":"default","disable-site-footer":"default","disable-content-area-spacing":"default","footnotes":""},"categories":[4],"tags":[],"class_list":["post-13201","post","type-post","status-publish","format-standard","hentry","category-noticias"],"yoast_head":"\nPonto de Vista JB - Instituto MetaSocial -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inclusivenews.com.br\/?p=13201\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ponto de Vista JB - Instituto MetaSocial -\" \/>\n<meta property=\"og:description\" content=\"Em entrevista ao caderno de Neg\u00f3cios e Propaganda do Jornal do Brasil, Helena Werneck fala sobre a campanha Ser Diferente \u00e9 Normal.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/inclusivenews.com.br\/?p=13201\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/agenciainclusive\/\" \/>\n<meta property=\"article:published_time\" content=\"2009-12-23T15:39:57+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/inclusivenews.com.br\/wp-content\/uploads\/2009\/11\/flyerport1jpegfrente-300x225.jpg\" \/>\n<meta name=\"author\" content=\"inclusivenews2024\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"inclusivenews2024\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201\"},\"author\":{\"name\":\"inclusivenews2024\",\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/#\\\/schema\\\/person\\\/ae4ec7087559b8692fb33b6fffd2273b\"},\"headline\":\"Ponto de Vista JB – Instituto MetaSocial\",\"datePublished\":\"2009-12-23T15:39:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201\"},\"wordCount\":440,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/inclusivenews.com.br\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/flyerport1jpegfrente-300x225.jpg\",\"articleSection\":[\"NOT\u00cdCIAS\"],\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201\",\"url\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201\",\"name\":\"Ponto de Vista JB - Instituto MetaSocial -\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/inclusivenews.com.br\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/flyerport1jpegfrente-300x225.jpg\",\"datePublished\":\"2009-12-23T15:39:57+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#breadcrumb\"},\"inLanguage\":\"pt-PT\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"pt-PT\",\"@id\":\"https:\\\/\\\/inclusivenews.com.br\\\/?p=13201#primaryimage\",\"url\":\"https:\\\/\\\/inclusivenews.com.br\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/flyerport1jpegfrente.jpg\",\"contentUrl\":\"https:\\\/\\\/inclusivenews.com.br\\\/wp-content\\\/uploads\\\/2009\\\/11\\\/flyerport1jpegfrente.jpg\",\"width\":960,\"height\":720,\"caption\":\"Panfleto de divulga\u00e7\u00e3o da campanha: Por qu\u00ea Ser Diferente \u00e9 Normal? 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