09/11/2015 10h01 - Updated 9/11/2015 10h01

Government will spend $ 56 million in positive agenda advertising

A campanha pregará superação nas dificuldades com o slogan ‘Somos todos Brasil’.
Photo: Ueslei Marcelino / Reuters
Photo: Ueslei Marcelino / Reuters

O governo vai lançar uma campanha que prega a superação das dificuldades e a união do país ao tratar da Olimpíada de 2016. Até dezembro serão lançadas nove ações publicitárias, sendo sete delas com custo estimado de 56 million reais, incluindo a da Olimpíadaque ficará em 12 million reais. Duas ainda não foram orçadas.

Com o sloganSomos todos Brasil”, a propaganda a ser veiculada na TV, no rádio e na internet, From this month, transmitirá a mensagem de que é possível enfrentar crises e vencer. No momento em que a presidente Dilma Rousseff sofre ameaça de impeachment, o Planalto decidiu apostar na divulgação de uma agenda positiva para mostrar que o governo não está parado.

Os filmes sobre os jogos olímpicos do Rio exploram a ideia de que o país é capaz de se unir em torno de um projeto, apesar de suas divergências. “Mesmo sendo um povo tão diferente, tão misturado, com tantas cores, races, pensamentos, religiões, somos um povo único, we are all Brazilians”, diz um dos comerciais. Elsewhere, um locutor afirma quetodos estamos convocados para defender o Brasil não apenas nas quadras, pistas, swimming pools, estádios (…), mas nas ruas e praças, taxis, praias, bares, restaurants, everywhere”, because “agora somos um só time (…), um time de 200 millions”.

A campanha da Olimpíada deve permanecer no ar por cerca de 15 days. “Essa é uma oportunidade única de exposição, tanto nacional quanto internacional, de um conjunto de assuntos referentes ao País”, afirma o secretário executivo da Secretaria de Comunicação da Presidência (If with), José Otaviano Pereira.

Vida real
Na tentativa de virar a página do ajuste fiscal, o governo também vai investir em personagens da vida real para “sell” suas ações, como a transposição das águas do Rio São Francisco, que no comercial será apresentada por Francisco Lima, morador de Cabrobó (ON). Apesar das denúncias de superfaturamento da obra – which began in 2007, the Lula government, e deveria ter ficado pronta em 2012 -, o projeto é apresentado comointegração que transforma vidas”. “A propaganda vai ser muito focada nos impactos regionais e nos efeitos da obra para a vida das pessoas”, afirma Pereira.

Das nove campanhas previstas até o fim do ano, a maioria tem caráter de serviço, para divulgar ações do governo, como o Simples Doméstico e o Programa de Proteção de Empregos. Outras são peças deconscientizaçãoe abordam temas como racismo e violência contra a mulher.

In 2016, o governo deve investir em propagandas para divulgar as medidas tomadas na área da política econômica nopós-ajuste”. Segundo o secretário executivo da Secom, há um debate no Planalto sobre a necessidade de deixar mais claro para a sociedade o que está sendo feito e quais as perspectivas para o país.

Source: Veja.com

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