{"id":15426,"date":"2014-10-08T00:00:00","date_gmt":"2014-10-08T00:00:00","guid":{"rendered":"https:\/\/novakdjokovicfoundation.org\/ledeni-izazov-model-za-humanitarne-akcije-da-ili-ne\/"},"modified":"2026-06-09T08:40:11","modified_gmt":"2026-06-09T08:40:11","slug":"ledeni-izazov-model-za-humanitarne-akcije-da-ili-ne","status":"publish","type":"post","link":"https:\/\/novakdjokovicfoundation.org\/sr\/ledeni-izazov-model-za-humanitarne-akcije-da-ili-ne\/","title":{"rendered":"Ledeni izazov model za humanitarne akcije: da ili ne?"},"content":{"rendered":"

Humanitarne organizacije \u0161irom sveta poku\u0161avaju da dostignu uspeh ove akcije, ali pre nego \u0161to do\u0111e do kopiranja, prvo treba sagledati sve aspekte kampanje \u201cledeni izazov\u201d.<\/p>\n

<\/p>\n

Od 29. jula, kada je po\u010deo „Izazov polivanja ledenom vodom“, do kraja avgusta ameri\u010dka asocijacija za borbu protiv amiotrofi\u010dne lateralne skleroze (ALS) i 38 ogranaka ove organizacije primili su donacije od preko 100 miliona dolara. Ova suma bi\u0107e iskori\u0161\u0107ena za finansiranje novih istra\u017eivanja i pronala\u017eenje leka za ovu bolest, kao i za negu i podr\u0161ku ljudima koji \u017eive sa ALS-om, opasnim i retkim neurolo\u0161kim poreme\u0107ajem, zasad neizle\u010divim, koji je poznat i pod nazivom \u201cLu Gerigova bolest\u201d. Nov\u010dana sredstva za organizacije koje se bore protiv ALS-a prikupljala su se i u drugim delovima sveta, poput Velike Britanije, Australije i Evrope, uz ne\u0161to manji odziv donatora.<\/p>\n

Po svim merilima, „ledeni izazov“ pokazao se kao vi\u0161e nego uspe\u0161na inicijativa \u010diji je cilj bilo podizanje svesti o ALS bolesti. Prikupljen je zna\u010dajan iznos nov\u010danih sredstava i to u relativno kratkom vremenskom periodu, tj. za nepunih mesec dana. Drugim re\u010dima, ono \u010demu sve humanitarne organizacije te\u017ee, da prikupe \u0161to vi\u0161e donacija kako bi mogle da sprovedu svoju misiju i viziju, ovog puta je postalo realnost. Od tog trenutka upravni odbori humanitarnih organizacija \u0161irom sveta poku\u0161avaju da \u201cprepi\u0161u recept\u201d, i tako ponove uspeh „ledenog izazova“ za realizaciju projekata i za pomo\u0107 najugro\u017eenijima iz svoje sfere delovanja. Me\u0111utim, pre nego \u0161to do\u0111e do kopiranja i prepisivanja ovog globalnog fenomen, hajde da saznamo ne\u0161to vi\u0161e o njemu.<\/p>\n

\u0160ta je zapravo „ledeni izazov“?<\/h2>\n

Sve \u0161to je potrebno da u\u010desnici ovog izazova urade jeste da se poliju kantom ledene vode, taj trenutak zabele\u017ee kamerom ili mobilnim telefonom, i nominuju jo\u0161 troje ljudi da se pridru\u017ee ovoj akciji u roku od 24 sata. Zatim se taj snimak postavi i promovi\u0161e na dru\u0161tvenim mre\u017eama kako bi se pokrenula lan\u010dana reakcija narednih izazova. Oni koji su izazvani, a izazov ne prihvate, trebalo bi da doniraju novac nekoj od ALS organizacija za istra\u017eivanje o ovoj opakoj bolesti.<\/p>\n

\"shutterstock_217691341\"<\/a><\/p>\n

Kako je sve po\u010delo?<\/h2>\n

Sli\u010dne akcije prikupljanja sredstava u humanitarne svrhe poznate su od ranije. Tako su za istra\u017eivanje raka svojevremeno bili pokrenuti „izazov polivanja hladnom vodom“ i „kupanje u ledenoj vodi“. Me\u0111utim, „ledeni izazov“ je postao popularan onog momenta kada su voditelji emisije Morning Drive, koja se bavi golfom, odlu\u010dili da se u \u017eivom prenosu poliju ledenom vodom i izazovu troje ljudi da urade to isto. Odmah posle toga, sasvim spontano, prijatelji su nominovali golfera Krisa Kenedija iz Sarasote za u\u010de\u0161\u0107e u Ice Bucket Challengu, ali u to vreme izazov jo\u0161 nije imao nikakve veze sa ALS. Tek kada je on nominovao svoju ro\u0111aku Jeanette Senerchia, \u010diji mu\u017e boluje od ove bolesti, pa\u017enja je skrenuta na ALS. Na to se nadovezao biv\u0161i bejzbol igra\u010d Pit Frets, koji je pokrenuo akciju \u0161irom sveta, zahvaljuju\u0107i svojim postovima na Tviteru o li\u010dnoj borbi sa ALS. Time je ohrabrio druge ljude koji boluju od iste bolesti, \u010dlanove njihovih porodica, sportske i druge poznate li\u010dnosti, i politi\u010dare, da se pridru\u017ee ovoj humanitarnoj akciji i prihvate izazov ili doniraju novac.<\/p>\n

Da li je „ledeni izazov“ bio zvani\u010dna kampanja?<\/h2>\n

Izazov nije bio zvani\u010dna ili planirana kampanja za prikupljanje sredstava sa dobro osmi\u0161ljenom strategijom ili ciljevima. Tako\u0111e, izazov nije bio pokrenut od strane ALS asocijacije ili humanitarnih organizacija, i nije raspolagao bud\u017eetom za reklamiranje i promovisanje.<\/p>\n

U \u010demu le\u017ei uspeh ovog izazova?<\/h2>\n

Potencijalnim donatorima bilo je potrebno da urade ne\u0161to zabavno i interesantno, da javno poka\u017eu svoje u\u010de\u0161\u0107e u izazovu. Izru\u010diti kofu punu leda na sebe za neke je pomalo neprijatno iskustvo, ali oni koji su prihvatili taj izazov postali su nam poznati, a porodica i prijatelji su ih hvalili zbog ovog velikodu\u0161nog \u010dina. To je sna\u017ena motivacija za dana\u0161nju generaciju donatora koji \u017eele da se za njihova dobra dela \u010duje i zna. Osim toga, nominovanjem drugih da u\u010dine isto izazov je mogao da se nastavi i stvori lan\u010dana reakcija, \u0161to je upravo ono \u010demu se u svakoj marketin\u0161koj strategiji te\u017ei.<\/p>\n

\"refreshing\"<\/a><\/p>\n

Na koji na\u010din su ALS organizacije doprinele izazovu?<\/h2>\n

Kada je ova akcija izazvala pa\u017enju javnosti, ALS asocijacija i druge organizacije koje se bore protiv ove bolesti brzo su uspele to da iskoriste da se izazov nastavi i zadr\u017ei masovnost promovisanjem izazova preko interneta. Dru\u0161tvene mre\u017ee su upotrebljene kao dragoceno sredstvo za privla\u010denje donatora. Time su obezbedili stalnu vidljivost kampanje jasno isti\u010du\u0107i na\u010din na koji mo\u017ee da se donira ili u\u010destvuje u akciji, koji su njeni ciljevi itd.<\/p>\n

ALS organizacije su postavljale linkove za donacije na svojim zvani\u010dnim veb stranicama i time pomagale da rezultat bude jo\u0161 bolji. Predlo\u017eile su iznos od 100 dolara kao donaciju, iako je moglo da se upla\u0107uje manje ili vi\u0161e od toga. Mnogi donatori su tako uplatili samo navedeni iznos misle\u0107i da je to minimalna donacija koja je potrebna. Kasnije je donatorima obja\u0161njeno da u isto vreme mogu i da u\u010destvuju u akciji \u201cpolivanja ledenom vodom\u201d, ali i da doniraju novac. Organizacije su se, tako\u0111e, pobrinule da na svojim zvani\u010dnim stranicama i dru\u0161tvenim medijima promovi\u0161u video klipove lokalnih javnih li\u010dnosti ili grupa koje su prihvatile izazov i uplatile novac. Dakle, ALS organizacije nisu samo stajale po strani i pratile \u0161ta se de\u0161ava, ve\u0107 su bile aktivni u\u010desnici u promovisanju ledenog izazova.<\/p>\n

\"shutterstock_219490201\"<\/a><\/h2>\n

\u0160ta izazov nije uspeo da postigne?<\/h2>\n

Izazov je podigao svest o ALS-u, to je o\u010digledno. Ipak, ostaje nejasno da li je on zaista doprineo \u0161irenju va\u017enih informacija o ovoj bolesti<\/strong>. To \u0161to je broj pregleda stranica ALS-a na Vikipediji bio pove\u0107an ne zna\u010di da je javnost vi\u0161e informisana o detaljima same bolesti. Na primer, odgovori na pitanja poput: koji su rani simptomi, sa \u010dime se ljudi koji boluju od ALS suo\u010davaju, ili gde mogu da potra\u017ee pomo\u0107 i podr\u0161ku, kao i koji tip podr\u0161ke i nege im je na raspolaganju<\/em>, nisu bili dovoljno promovisani. Tako je izgubljena prilika da se ljudi bolje informi\u0161u o samoj bolesti.<\/p>\n

Tako\u0111e, prema podacima ALS asocijacije, ve\u0107inu prikupljenih sredstava obezbedili su novi donatori, kojih je bilo oko 2,7 miliona do kraja avgusta. To name\u0107e pitanje da li \u0107e oni ponovo izdvojiti sredstva za ovu svrhu ili je to bila jednokratna pomo\u0107.<\/strong> Odgovor varira u zavisnosti od namera donatora koji su prihvatili izazov. Da li su prihvatili izazov zbog pritiska javnosti ili su to u\u010dinili zbog li\u010dnih uverenja i \u017eelje da pru\u017ee podr\u0161ku borbi protiv ove opake bolesti? Sti\u010de se utisak da se izazov pokazao uspe\u0161nim upravo zbog pritiska javnosti usled velike popularnosti na dru\u0161tvenim mre\u017eama.<\/p>\n

Da li bi druge humanitarne organizacije trebalo da ponove ovakvu akciju?<\/h2>\n

Organizacije bi trebalo da poku\u0161aju da urade ne\u0161to sli\u010dno, ali ne i da u potpunosti iskopiraju „ledeni izazov“. One bi trebalo da prona\u0111u inovativne i interesantne na\u010dine da promovi\u0161u svoje ciljeve, koriste\u0107i dru\u0161tvene mre\u017ee, uzimaju\u0107i u obzir \u0161ablone pona\u0161anja u\u010desnika i donatora u akciji, kao i da ponovo defini\u0161u misiju i viziju na primeru ovog izazova. Puko kopiranje mo\u017ee da rezultira katastrofalnim posledicama po humanitarnu organizaciju jer postoji opasnost da javna kampanje propadne. To je pravi ko\u0161mar za organizacije ovog tipa po\u0161to bi bilo potrebno da pro\u0111e mnogo vremena pre nego \u0161to bi ponovo izgradila svoj imid\u017e u javnosti i obezbedila podr\u0161ku donatora!<\/p>\n","protected":false},"excerpt":{"rendered":"

Humanitarne organizacije \u0161irom sveta poku\u0161avaju da dostignu uspeh ove akcije, ali pre nego \u0161to do\u0111e do kopiranja, prvo treba sagledati sve aspekte kampanje \u201cledeni izazov\u201d.<\/p>\n","protected":false},"author":5,"featured_media":15142,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20,10,31,1818],"tags":[256,1202],"class_list":["post-15426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-posts","category-rana-podrska","category-roditeljstvo","category-uncategorized-sr","tag-dobrotvorna-organizacija","tag-ledeni-izazov"],"acf":[],"yoast_head":"\nLedeni izazov model za humanitarne akcije: da ili ne? - Novak Djokovic Foundation<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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