Eusko Jaurlaritza Ez dago ura baino indartsuagorik.
Gure aurpegi onena, baita desitxuratuena, erakusten duen kanpaina
Greenpeaceren arabera, azken 50 urteetako hondamendien zerrendan, ura da nagusi. Giza-bizitzaren galeran, baita galera ekonomikoetan ere. Adituen arabera, klima-aldaketarekin arriskua gero eta ohikoagoa eta muturrekoagoa izango da. Euskadin, ura da gure lurraldeko mehatxu natural handiena. Baina oraintsuko hondamendirik ez dagoenez, jendea ez da horretaz jabetzen. Ez dugu arrisku kulturarik. Eta Eusko Jaurlaritzak arrisku horren inguruan sentsibilizatzeko deitu zigun, Uraren Euskal Agentziaren (URA) bitartez.
Kontzientziatzeko, baina, aldi berean, pertsonak asaldatu gabeko modu bat bilatzea erabaki genuen. Ahaldunduko zituen zerbait. Urak aberastasuna bihurtzeko zuen abileziagatik, aurpegi ezagunenak urarengatik desitxuratuta erakusten zituen ideiarekin. Urak erraz desitxuratzen zizkien aurpegiak. “Uraren aurka beste inor baino indartsuagoak garen arren, ez gara ura baino indartsuagoak“.
“Ez Dago Ura Baino Indartsuagorik” komunikazio-plataforma sortu genuen, eta hura ikusarazteko, urak eraldatutako eta desitxuratutako berariaz diseinatutako tipografia bat sortu genuen, akuarela freskotik abiatuta. Urarekin nahastutako tinta, alegia.
Ondoren, komunikazio-plan bat eta telebista-iragarkidun hedabideak abiarazi genituen, “on-demand” bideo-plataformetan, edukietan, hedabide digitaletan eta RRSSetan.
Datuak dituen mikrosite espezifiko bat, ezagutzaz blaitzeko. Eta presentzia handia ohiko kanpoaldean, markesinetan, tranbian, irratian, digitalean 360 eta euskarri berezietan. Abiarazteko, aurkezpen-ekitaldi bat antolatu genuen Eusko Jaurlaritzako sailburuarekin.
Emaitza: kanpainak hedabide nagusiak hartu zituen albiste moduan, ordaindu gabeko audientzian zifra kalkulaezinak lortuz. Eta hainbat errekonozimiendu lortu ditu, bai gure lurraldean, baita nazioartean ere. Horrekin, pixkanaka, gure energia gehitu dugu, klima-aldaketaren aurkako olatua apur bat urrunago irits dadin.
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"Ez zatekeen ezer posible izango Shernanen expertise eta arimarik gabe, horrelako mezu baterako zuzendaritza konpromisorik hartu gabe, edo ospe handiko preskriptoreen parte-hartzerik gabe, haien irudia jarri baitzuten ondasun publiko bat sustatzeko. Ia ezer ez."
Eneko Albizuri. URA Uraren Euskal Agentziaren komunikazio-arduraduna.
