Nezisková organizace UNICEF - kampaň TAP PROJECT

MgA. Markéta ŠVÁBOVÁ

Bachelor's thesis

Non-profit Organization UNICEF-TAP PROJECT Campaign

Abstract:

Cílem práce je charakteristika neziskového sektoru, analýza společnosti UNICEF, rozbor kampaně UNICEF TAP PROJECT a srovnání s ostatními projekty. Teoretická část práce popisuje neziskový sektor, jeho cíle, poslání, financování, marketing i sociální reklamu, která je spojená s kampaní. Podstatou teoretické části je pro-fil neziskové organizace UNICEF a téma ?problematika nedostatku pitné vody ? podpora konzumace vody kohoutkové.? Praktická část se zabývá analýzou kampaně UNICEF TAP PROJECT a použitých komunikačních prostředků. Kampaň je složená s několika podpůr-ných projektů (World Water Week, Celebrity Tap Project, Radio for Unicef atd.), které jsou součástí rozboru. Součástí analýzy kampaně je i popis publicity několika metodami a komparace kampaní, které navázaly svou formou i obsahem na kampaně UNICEF

Abstract:

The objectives of this thesis are the characterization of the non-proft sector and the analysis of UNICEF and its campaign called UNICEF TAP PROJECT including the comparison of the campaign with other projects. The theoretical part deals with the non-profit sector, its goals, missions, financing, marketing and social advertising which is related to the campaign. The essence of the theo-retical part consists in the profile of the non-profit organization UNICEF and the topic "Problems Associated with the Lack of Drinking Water - the Support of Tap Water Con-sumption". The practical part deals with the analysis of UNICEF TAP PROJECT campaign and with the means of communication used. The actual campaign consists of a number of supporting projects (World Water Week, Celebrity Tap Project, Radio for Unicef, etc.) all of which being part of the analysis. Last but not least, part of the campaign analysis is the characterization of publicity by means of several methods and the comparison of the cam-paigns which have followed, both in terms of form and content, the campaigns of UNICEF.

Keywords

UNICEF, neziskové organizace, kohoutková voda, sociální reklama

Language used: Czech

Date on which the thesis was submitted / produced: 27. 4. 2012

Accessible from:: 27. 4. 2012

Thesis defence

• Supervisor: Ing. Mgr. Radim Bačuvčík, Ph.D.

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Bachelor programme / field:
Media and Communications Studies / Marketing Communications