{"id":227961,"date":"2025-10-09T14:33:29","date_gmt":"2025-10-09T12:33:29","guid":{"rendered":"https:\/\/ipmark.com\/?p=227961"},"modified":"2025-10-09T16:43:45","modified_gmt":"2025-10-09T14:43:45","slug":"catastrofes-dia-dia-primera-campana-marca-cruz-roja","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=227961","title":{"rendered":"&#8216;Cat\u00e1strofes del d\u00eda a d\u00eda&#8217;, la primera campa\u00f1a de marca de Cruz Roja"},"content":{"rendered":"<p data-start=\"495\" data-end=\"803\"><strong>\u201cTodo el mundo conoce Cruz Roja, pero muy pocos saben a todo lo que se dedica.\u201d<\/strong><br data-start=\"578\" data-end=\"581\" \/><strong>Con esta premisa naci\u00f3 el concurso creativo lanzado por la organizaci\u00f3n el pasado mes de mayo para desarrollar su primera campa\u00f1a de marca en Espa\u00f1a, un proyecto hist\u00f3rico que ha reca\u00eddo en la agencia Manifiesto.<\/strong><\/p>\n<p data-start=\"805\" data-end=\"1154\">La propuesta ganadora, titulada <strong data-start=\"837\" data-end=\"868\">\u201cCat\u00e1strofes del d\u00eda a d\u00eda\u201d<\/strong>, busca <strong data-start=\"876\" data-end=\"916\">romper con la percepci\u00f3n tradicional<\/strong> de Cruz Roja como una entidad asociada \u00fanicamente a desastres naturales o crisis internacionales, para <strong data-start=\"1020\" data-end=\"1067\">poner el foco en las emergencias cotidianas<\/strong> que tambi\u00e9n requieren atenci\u00f3n urgente: la pobreza, la soledad o la falta de empleo.<\/p>\n<p data-start=\"805\" data-end=\"1154\">\u201cEstamos acostumbrados a ver a Cruz Roja en las grandes cat\u00e1strofes, pero no nos damos cuenta de que tambi\u00e9n act\u00faa en las m\u00e1s peque\u00f1as y personales, las que afectan a tu vecino o incluso a ti mismo\u201d, explica <strong data-start=\"1366\" data-end=\"1386\">Chiqui Palomares<\/strong>, director creativo ejecutivo de <strong>Manifiesto. <\/strong>La campa\u00f1a, que se difundir\u00e1 en los pr\u00f3ximos meses en <strong data-start=\"1563\" data-end=\"1621\">televisi\u00f3n, radio, prensa, medios digitales y exterior<\/strong>, parte de una idea sencilla pero poderosa: <strong data-start=\"1665\" data-end=\"1755\">igualar el impacto de las cat\u00e1strofes medi\u00e1ticas con las que ocurren en la vida diaria<\/strong>.<\/p>\n<p data-start=\"805\" data-end=\"1154\">\u201cSe suele asociar Cruz Roja a incendios, terremotos o grandes emergencias; pero tambi\u00e9n estamos cada d\u00eda en cosas tan importantes como la falta de empleo digno, la soledad no deseada o la falta de recursos\u201d, afirma <strong data-start=\"1977\" data-end=\"1993\">Mar\u00eda Tr\u00e9nor<\/strong>, directora de comunicaci\u00f3n de <strong>Cruz Roja Espa\u00f1ola. <\/strong>La campa\u00f1a est\u00e1 compuesta por <strong data-start=\"2317\" data-end=\"2360\">cuatro piezas audiovisuales principales<\/strong>: <em data-start=\"2362\" data-end=\"2387\">El terremoto de Vicente<\/em>, <em data-start=\"2389\" data-end=\"2408\">La guerra de Rosa<\/em>, <em data-start=\"2410\" data-end=\"2431\">El hurac\u00e1n de Marta<\/em> y <em data-start=\"2434\" data-end=\"2457\">El incendio de Quique<\/em>.<\/p>\n<p data-start=\"805\" data-end=\"1154\">Cada una de ellas retrata <strong data-start=\"2487\" data-end=\"2554\">cat\u00e1strofes personales que reflejan las dificultades cotidianas<\/strong> \u2014como la soledad, el desempleo o la precariedad econ\u00f3mica\u2014 y las conecta simb\u00f3licamente con los grandes desastres naturales, subrayando que <strong data-start=\"2695\" data-end=\"2741\">toda crisis humana merece atenci\u00f3n y apoyo<\/strong>.<\/p>\n<p data-start=\"2746\" data-end=\"3054\">En los spots de televisi\u00f3n, el <strong data-start=\"2777\" data-end=\"2818\">sonido adquiere un papel protagonista<\/strong>, sirviendo como veh\u00edculo emocional para representar esas \u201ccat\u00e1strofes personales\u201d. Adem\u00e1s, <strong data-start=\"2910\" data-end=\"2947\">personas voluntarias de Cruz Roja<\/strong> participan en las piezas, simbolizando la ayuda y cercan\u00eda que caracterizan la labor de la organizaci\u00f3n. La campa\u00f1a tendr\u00e1 tambi\u00e9n <strong data-start=\"3082\" data-end=\"3199\">acciones de street marketing, contenidos de<em> branded content<\/em> y presencia en plataformas digitales y redes sociales<\/strong>, que se ir\u00e1n desplegando por fases.<\/p>\n<p data-start=\"4395\" data-end=\"4777\">\u201cCat\u00e1strofes del d\u00eda a d\u00eda\u201d se posiciona como una <strong data-start=\"4445\" data-end=\"4478\">campa\u00f1a emocional y necesaria<\/strong>, que redefine la imagen de Cruz Roja y <strong data-start=\"4518\" data-end=\"4563\">acerca su labor cotidiana a la ciudadan\u00eda<\/strong>. Con un tono emp\u00e1tico y realista, la acci\u00f3n recuerda que <strong data-start=\"4623\" data-end=\"4673\">las tragedias no siempre salen en las noticias<\/strong>, pero pueden estar ocurriendo al otro lado del pasillo, en la casa de al lado o en la propia familia.<\/p>\n<p data-start=\"4395\" data-end=\"4777\">\n","protected":false},"excerpt":{"rendered":"<p>La campa\u00f1a, creada junto a Manifiesto, tendr\u00e1 tambi\u00e9n acciones de street marketing, contenidos de branded content y presencia en plataformas digitales y redes sociales.<\/p>\n","protected":false},"author":10966,"featured_media":227964,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[2184],"class_list":["post-227961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-agencias"],"acf":[],"yoast_head":"<!-- This site is optimized with 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