{"id":22474,"date":"2015-09-06T10:07:01","date_gmt":"2015-09-06T08:07:01","guid":{"rendered":"http:\/\/www.invarena.cz\/?p=22474"},"modified":"2015-09-06T10:07:26","modified_gmt":"2015-09-06T08:07:26","slug":"sbirani-vicek-je-jen-marketing-rizeny-emocemi-marketing-media","status":"publish","type":"post","link":"https:\/\/www.invarena.cz\/?p=22474","title":{"rendered":"Sb\u00edr\u00e1n\u00ed v\u00ed\u010dek je jen marketing \u0159\u00edzen\u00fd emocemi"},"content":{"rendered":"<p><strong>Sb\u00edr\u00e1n\u00ed v\u00ed\u010dek je sp\u00ed\u0161 marketingov\u00fd n\u00e1stroj recykla\u010dn\u00edch firem ne\u017e p\u0159\u00ednosn\u00e1 charitativn\u00ed aktivita. Ekonomicky ned\u00e1v\u00e1 smysl. <\/strong><!--more--><\/p>\n<p>Tis\u00edce jednotlivc\u016f i cel\u00e9 \u0161koln\u00ed kolektivy se v\u011bnuj\u00ed sb\u00edr\u00e1n\u00ed plastov\u00fdch uz\u00e1v\u011br\u016f lahv\u00ed. V\u00fdt\u011b\u017eek ze zpracov\u00e1n\u00ed v\u00ed\u010dek PET lahv\u00ed m\u00e1 pom\u00e1hat nemocn\u00fdm d\u011btem a senior\u016fm. V\u00ed\u010dka dokonce slou\u017e\u00ed ve vyhrocen\u00e9 ve\u0159ejn\u00e9 diskusi i jako argument proti uprchl\u00edk\u016fm: na d\u011bti se pr\u00fd mus\u00ed sb\u00edrat v\u00ed\u010dka, zat\u00edmco na b\u011b\u017eence se vy\u010dle\u0148uj\u00ed miliony. Cel\u00fd syst\u00e9m funguje u\u017e \u0159adu let, a nav\u00edc p\u0159ib\u00fdv\u00e1 sb\u011bren, kter\u00e9 shroma\u017e\u010fov\u00e1n\u00ed v\u00ed\u010dek podporuj\u00ed. Ekonomicky, ekologicky ani charitativn\u011b ale cel\u00e1 aktivita prakticky nem\u00e1 moc smysl. <\/p>\n<p>Snowboardy za v\u00ed\u010dka <\/p>\n<p>P\u016fvodn\u011b nem\u011blo sb\u00edr\u00e1n\u00ed v\u00ed\u010dek v\u016fbec nic spole\u010dn\u00e9ho s charitou. Za\u010dalo jako vcelku typick\u00e1 marketingov\u00e1 akce n\u00e1pojov\u00fdch firem, kter\u00e9 nasb\u00edran\u00e1 v\u00ed\u010dka m\u011bnily za pen\u00edze nebo hodnotn\u00e9 ceny. C\u00edlem bylo pochopiteln\u011b podpo\u0159it odbyt n\u00e1poj\u016f. Proto\u017ee vyhr\u00e1valy jen n\u011bkter\u00e9 uz\u00e1v\u011bry se sout\u011b\u017en\u00ed grafikou, museli z\u00e1kazn\u00edci nakoupit spoustu lahv\u00ed a zkou\u0161et sv\u00e9 \u0161t\u011bst\u00ed.<br \/>\nV roce 1998 nap\u0159\u00edklad pivovar Bran\u00edk podporoval prodej kampan\u00ed &#8222;Pen\u00edze za ka\u017edou z\u00e1tku&#8220;. Republikou jezdil t\u00fdm promot\u00e9r\u016f Branick\u00e1 patrola a za ka\u017ed\u00fd uz\u00e1v\u011br se sout\u011b\u017en\u00edm motivem vypl\u00e1cel p\u011btikorunu. O rok pozd\u011bji rozd\u00e1vala Coca-Cola snowboardy \u0161koln\u00edm t\u0159\u00edd\u00e1m, kter\u00e9 nasb\u00edraly nejv\u00edc v\u00ed\u010dek od limon\u00e1dy. Gambrinus v\u00ed\u010dka m\u011bnil za z\u00e1jezdy na fotbalov\u00e9 Euro nebo za osobn\u00ed auto.<br \/>\nMo\u017en\u00e1 pr\u00e1v\u011b tyto sout\u011b\u017ee pak na p\u0159elomu tis\u00edcilet\u00ed vedly k roz\u0161\u00ed\u0159en\u00ed f\u00e1my, \u017ee za milion vybran\u00fdch v\u00ed\u010dek dostanou d\u011bti v soci\u00e1ln\u00edch \u00fastavech elektrick\u00e9 invalidn\u00ed voz\u00edky. &#8222;Obvolal jsem mo\u0159e nadac\u00ed a \u00fa\u0159ad\u016f. V\u0161ichni v\u011bd\u011bli, \u017ee takov\u00e1 akce prob\u00edh\u00e1, ale nikdo nev\u011bd\u011bl, kdo ji \u0159\u00edd\u00ed,&#8220; citovaly Zemsk\u00e9 noviny \u0159editele chomutovsk\u00e9ho \u00fastavu. A\u017e \u00fa\u0159edn\u00edci ministerstva soci\u00e1ln\u00edch v\u011bc\u00ed mu potvrdili, \u017ee je to n\u011b\u010d\u00ed v\u00fdmysl.<br \/>\nA pr\u00e1v\u011b chomutovsk\u00fd p\u0159\u00edpad mo\u017en\u00e1 poslou\u017eil jako z\u00e1minka pro budouc\u00ed marketing recykla\u010dn\u00edch firem. Medializace zprvu marn\u00e9 snahy pomohla k tomu, \u017ee jedna z v\u00fdkupen plast\u016f skute\u010dn\u011b vym\u011bnila \u010dtvrt milionu vybran\u00fdch v\u00ed\u010dek za voz\u00edky. Z\u00e1stupci spole\u010dnosti ale z\u00e1rove\u0148 uvedli, \u017ee v\u00fdnos z recyklovan\u00fdch v\u00ed\u010dek rozhodn\u011b nepokryje cenu voz\u00edk\u016f. V\u0161ude v m\u00e9di\u00edch se v\u0161ak v pozitivn\u00edch souvislostech objevil n\u00e1zev firmy. <\/p>\n<p>Kub\u00ed\u010dek, Zuzanka, Luk\u00e1\u0161ek\u2026 <\/p>\n<p>Od p\u0159elomu tis\u00edcilet\u00ed se ve sb\u00edr\u00e1n\u00ed v\u00ed\u010dek sout\u011b\u017eilo pod z\u00e1minkou ekologick\u00e9ho chov\u00e1n\u00ed. Ochr\u00e1nci p\u0159\u00edrody pro podobn\u00e9 snahy moc pochopen\u00ed nena\u0161li: &#8222;Nejv\u011bt\u0161\u00ed sb\u011bratel\u00e9 bohu\u017eel ekologov\u00e9 nejsou. Sout\u011b\u017ee nep\u0159\u00edmo podporuj\u00ed n\u00e1kup a spot\u0159ebu n\u00e1poj\u016f v PET lahv\u00edch a z\u00e1rove\u0148 vytv\u00e1\u0159\u00ed zd\u00e1n\u00ed, \u017ee je to norm\u00e1ln\u00ed a spr\u00e1vn\u00e9,&#8220; varoval u\u017e p\u0159ed sedmi lety Petr Ledvina z ekologick\u00e9 poradny Veronica.<br \/>\nCharitativn\u00ed sb\u00edr\u00e1n\u00ed v\u00ed\u010dek pak znovu o\u017eivily soci\u00e1ln\u00ed s\u00edt\u011b. Facebook je pln\u00fd skupin, kter\u00e9 sb\u00edraj\u00ed v\u00ed\u010dka pro d\u011bti s r\u016fzn\u00fdmi typy posti\u017een\u00ed. Jejich p\u0159\u00edb\u011bhy nav\u00edc pom\u00e1haj\u00ed \u0161\u00ed\u0159it m\u00e9dia.<br \/>\nFinan\u010dn\u00ed podpora by m\u011bla uleh\u010dit rodin\u00e1m p\u0159i n\u00e1kupu speci\u00e1ln\u00edch pom\u016fcek, ale \u0161irok\u00e1 ve\u0159ejnost si \u010dasto myln\u011b mysl\u00ed, \u017ee v\u00ed\u010dka pom\u00e1haj\u00ed hradit l\u00e9\u010dbu jako takovou. Z toho pak vznikaj\u00ed emotivn\u00ed reakce typu &#8222;\u2026 a na na\u0161e d\u011bti mus\u00edme sb\u00edrat v\u00ed\u010dka!&#8220;, jako by se st\u00e1t nebo zdravotn\u00ed poji\u0161\u0165ovny v\u016fbec o v\u00e1\u017en\u011b nemocn\u00e9 nestaraly. Nejv\u011bt\u0161\u00ed &#8222;v\u00ed\u010dka\u0159sk\u00e9 komunity&#8220; maj\u00ed na Facebooku i tis\u00edce \u010dlen\u016f. <\/p>\n<p>Ekologickou z\u00e1t\u011b\u017e\u00ed k charit\u011b <\/p>\n<p>Sb\u011bra\u010di v\u00ed\u010dek by p\u0159itom ud\u011blali l\u00e9pe, kdyby pen\u00edze investovan\u00e9 do n\u00e1kupu lahv\u00ed v\u011bnovali rodin\u00e1m p\u0159\u00edmo. Jedno v\u00ed\u010dko v\u00e1\u017e\u00ed p\u0159ibli\u017en\u011b gram, na kilogram je jich tedy pot\u0159eba tis\u00edc. To znamen\u00e1, \u017ee kv\u016fli v\u00fdkupu v\u00ed\u010dek sb\u011bra\u010di nejd\u0159\u00edv mus\u00ed nakoupit nejm\u00e9n\u011b tis\u00edc lahv\u00ed balen\u00fdch n\u00e1poj\u016f (a tyto obaly se pak tak\u00e9 mus\u00ed zlikvidovat). V n\u011bkter\u00fdch v\u00fdkupn\u00e1ch je dokonce minim\u00e1ln\u00ed objem v\u00fdkupu v\u00ed\u010dek stanoven na 40 kilogram\u016f a je\u0161t\u011b s povinn\u00fdm t\u0159\u00edd\u011bn\u00edm podle barev, co\u017e znamen\u00e1 nakoupit n\u00e1poje nejm\u00e9n\u011b za 320 tis\u00edc korun. Recykla\u010dn\u00ed firma pak za \u010dty\u0159icet kilo v\u00ed\u010dek vyplat\u00ed jen 240 korun. P\u0159\u00edm\u00fd finan\u010dn\u00ed dar tedy d\u00e1v\u00e1 mnohem v\u011bt\u0161\u00ed smysl. *<\/p>\n<p>Filip Ro\u017e\u00e1nek<br \/>\nMarketing &#038; Media<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"mh-excerpt\"><p>Sb\u00edr\u00e1n\u00ed v\u00ed\u010dek je sp\u00ed\u0161 marketingov\u00fd n\u00e1stroj recykla\u010dn\u00edch firem ne\u017e p\u0159\u00ednosn\u00e1 charitativn\u00ed aktivita. Ekonomicky ned\u00e1v\u00e1 smysl.<\/p>\n<\/div>","protected":false},"author":1,"featured_media":21318,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-22474","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-zpravy"],"_links":{"self":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/22474","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=22474"}],"version-history":[{"count":0,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/posts\/22474\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=\/wp\/v2\/media\/21318"}],"wp:attachment":[{"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=22474"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=22474"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.invarena.cz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=22474"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}