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Una ONG que hace lobbying

La ONG InspirAction lanza campaña para la lucha contra el Sida en África, destinada a concienciar a los ciudadanos, a los políticos y las farmacéuticas.

La ONG InspirAction ha lanzado una interesante campaña para la lucha contra el Sida en África, destinada a concienciar a los ciudadanos en primer lugar, y a los políticos y las farmacéuticas en segundo, sobre el grave problema de esa epidemia en el continente africano. Aprovechando la inminencia del Mundial, lanza un sencillo juego de fútbol en el que el usuario se juega unos penalties con figuras de la política (Obama, Sarkozy, Zapatero, el Papa Benedicto XVI y Merkel) que llevan en sus camisetas el logotipo de alguna farmacéutica.

Una ONG que hace lobbying contra gobiernos y farmacéuticas es una noticia cuanto menos curiosa.

Como sabemos, habitualmente se entremezcla el concepto de lobbying con connotaciones negativas como la corrupción o la opacidad, y con prácticas, como mínimo, desconocidas. Pero el ejercicio del lobbying o los asuntos públicos comprende los esfuerzos de cualquier organización por hacer llegar un mensaje a las instancias de decisión (un gobierno, un partido, un político, una institución…) con la intención de favorecer un cambio. También las buenas causas tienen su lobby.

InspirAction hace presión de una manera ingeniosa y moderna, y su campaña por una solución al Sida es un ejemplo de algunas herramientas nuevas de comunicación.

  • Convierte los datos en mensajes. Existen toneladas de informes llenos de cifras alarmantes sobre la situación del Sida en África, pero su cantidad no los hace más contundentes. La comunicación consisten en saber elegir aquellos mensajes que realmente van a poder trascender las barreras de nuestra atención.
  • Traduce el mensaje a imágenes. Atengámonos al refrán, ‘una imagen vale más que mil palabras’, o a las ideas de teóricos políticos como Giovani Sartori, que acuñó el término ‘homo videns’ para las generación que han crecido educados por el audiovisual más que por la palabra escrita. Obama, con el logotipo modificado de una farmacéutica en su camiseta, y tratando de parar un penalty es una imagen que apela al acervo cultural más amplio. Algo que el público mayoritario va a entender como una metáfora: patrocinio, apoyo, defensa, etc. Un porcentaje es una imagen parcial y opaca.
  • Hace de la campaña una noticia. El Mundial de fútbol no es sólo un evento deportivo, sino un imán para la atención de la prensa y el público. En la espesa jungla de medios de comunicación, saber darle a la prensa lo que ella necesita es una manera de adquirir espacio publicitario gratuito. Podéis probar a jugar al juego…pero eso es casi lo de menos.

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