20.500.12556/DKUM-44842 KAMPANJA PROTI DIABETESU BODI ODLIČNJAK! KOT PROAKTIVNO KREIRANJE ODNOSOV Z JAVNOSTMI, ZA DOSEGANJE BOLJŠE PREVENTIVE PRED DIABETESOM CAMPAIGN AGAINST DIABETES BODI ODLIČNJAK! AS PROACTIVE CREATION OF PUBLIC RELATIONS TO ACHIEVE A BETTER PREVENTION AGAINST DIABETES Diabetes je eden glavnih zdravstveno socialnih problemov razvitih držav. Slovenija ni izjema in skoraj 10 % odraslega prebivalstva ima diabetes ali pa so ogroženi. Vse bolj intenzivno se iščejo inovativni pristopi za omejevanje bolezni, še zlasti v nevladnem sektorju. Nevladna organizacija Zavod za izobraževanje o diabetesu je tako leta 2012 začel nacionalno kampanjo za omejevanje in preprečevanje diabetesa »Bodi odličnjak!« Gre za prvo tovrstno akcijo na področju diabetesa v Sloveniji, zato sem jo izbral za temo svojega diplomskega dela. V diplomski nalogi predstavljam kampanjo, njene cilje in ciljno publiko, kateri subjekti jo izvajajo, kakšna sta management in organizacija kampanje ter kakšno vlogo ima izobraževanje v kampanji. Zanimalo me je tudi, kako se meri uspešnost takšne kampanje in kakšni so načrti za prihodnost. Za ilustracijo na kratko predstavim tudi podobne zdravstvene kampanje po svetu, saj je v tujini ta praksa bolj razvita in predstavlja pomemben napredek pri reševanju problemov javnega zdravstva. V raziskavi sem uporabljal metodo analize podatkov in izbrane literature. Za podatke sem zaprosil tudi Nacionalni inštitut za javno zdravje. Diplomska naloga je sestavljena iz dveh delov. V prvem delu orišem teoretične osnove odnosov z javnostmi in izobraževanja ter teorije o javno zdravstvenih kampanjah, nekaj jih kot zgled dobre prakse v nadaljevanju naloge tudi predstavim. V nadaljevanju na kratko opišem bistvene značilnosti diabetesa in njegov vpliv na družbo, kasneje pa se osredotočam na kampanjo »Bodi odličnjak!« Glede na izpeljavo in doseg kampanje »Bodi odličnjak!« in v primerjavi z znanimi svetovnimi kampanjami na področju preprečevanja diabetesa, ugotavljam, da je model kampanje pravilen. Cilji kampanje so: preprečevanje diabetesa, izboljšanje rezultatov zdravljenja in opozarjanje na pomen krvnega sladkorja. Za dosego teh ciljev se izvajajo izobraževalni dogodki kot so diabetes INFO točke in vsakoletni izid strokovne publikacije »Spremenimo diabetes« . Poseben pomen so dobila kratka in jasna sporočila o pomenu krvnega sladkorja, razpoznavni logotip kampanje in gesla, kot so: »Krvni sladkor čista 5. Bodi odličnjak!«. Uspešnost in doseg kampanje se meri po številu distribuiranih izvodov izobraževalnega gradiva, številu opravljenih meritev krvnega sladkorja , obisku spletne strani in obisku dogodkov. Uspeh se meri tudi po številu objav v medijih ter branosti/gledanosti teh medijev. Za natančnejše merjenje uspešnosti in vrednotenje kampanje bi bile potrebne dodatne raziskave in spremljanje pojavnosti diabetesa. Ob naraščanju trenda diabetesa v Sloveniji je lahko taka kampanja dober model za obvladovanje diabetesa, kar sem skušal dokazati tudi v diplomski nalogi. Diabetes is one of the main health and social problems in developed countries. Slovenia is no exception, as almost 10% of its adult population have diabetes or are at risk of developing diabetes. Thus, non-governmental organizations are intensively seeking innovative approaches to preventing this disease. The Zavod za izobraževanje o diabetesu (Diabetes Education Institute) launched a national campaign titled “Bodi odličnjak!” in 2012 with the aim of limiting and preventing diabetes. The campaign is the central theme of this thesis. The aim of this thesis is to present the campaign, its objectives and its target group, provide information about who is running the campaign, describe the management and organization of the campaign and explain how the campaign education programme is implemented. We were also interested in how the success of such a campaign is measured and what the plans for the future are. We also briefly present similar campaigns across the world, since such practice is more developed in other countries and contributes significantly to solving public health problems. In this research I have used a data analysis method and selected literature review. I also obtained data from various organizations, including the National Institute of Public Health. The thesis is composed of two parts. The first part presents the theoretical basis for public relations and education, and provides an insight into the theory about public health campaigns, which are presented in the following part as an example of good practice. This is followed by a brief description of the key features of diabetes and its impact on the society, and the next part focuses on the “Bodi odličnjak!” campaign. In view of established campaigns and programmes around the world and other importent factors, I conclude that the model used for the “Bodi odličnjak!” campaign is suitable for the prevention of diabetes. The campaign's objectives are: diabetes prevention, improvement of treatment outcomes and raising awareness about blood sugar. To achieve these objectives, educational events are being organized, such as diabetes INFO points, professional publication Spremenimo diabetes (Let's change diabetes), and advertising campaigns in other media places. A special logo and the »Krvni sladkor čista 5, Bodi odličnjak!« slogan have been created to raise awareness about the importance of keeping blood sugar levels normal. The success and outreach of the campaign are measured on the basis of the number of copies of educational material distributed, the number of blood sugar tests done, the number of visits to the website, event attendance and the readership/viewership of the media advertising the campaign but for more accurate measurements, campaign should connect with one of the organizations for public opinion research and monitoring reduction in the incidence of diabetes. Despite continuous high investments in (inefficient) diabetes management systems, the upward trend of diabetes cases has not decreased. Therefore, the abovementioned campaign, if continuously developed, could be a key model to contribute to the management of diabetes. Diabetes življenjski slog kampanja javnost izobraževanje diabetes prevention campaign the public education. true true false Slovenski jezik Angleški jezik Diplomsko delo 2014-06-26 14:52:35 2014-10-09 08:46:21 2022-05-14 03:06:10 2021-05-01 03:26:35 2014 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 7354899 URN:SI:UM:DK:I6P2FIKO VS_Lovsin_Matej_2014.pdf VS_Lovsin_Matej_2014.pdf 1 49E86055EECDED311312AF0329290414 501dae9384cbdcf7b1fbd8f96d8f9cb9ad54450e819702d6a742de1070530d6b f3dff696-7c0a-11eb-bb7a-00155d0001ca https://dk.um.si/Dokument.php?lang=slv&id=64606 Fakulteta za organizacijske vede 0 0 0