From the essence of its color, the lines reveal hope by elucidating the name of the city where it originated, the return to the global initiative of staying at home and two clashing fists that refer to a popularized greeting (maybe does it allude to unity and common values too?).
The Communication Campaign for Public Well-being, Morón por la Vida, materializes to calm the insecurities that generate disinformation processes amid the uncertainties, fears and threats imposed by the pandemic Covid-19. In addition, it is proposed to give accurate "hits" to the conscience of Morón's citizens to "cultivate" self-responsibility in the fulfillment of health measures and protocols, as the best option to save ourselves.
“The Municipal Government of People's Power demanded the creation of a communication strategy to accompany government management in the confrontation and control of the pandemic Covid-19 after a previous consultation with a multidisciplinary team, made up of professionals such as Public Health specialists, social communicators, journalists, graphic designers, psychologists, lawyers, and others.
“We take as a reference the campaign Viraliza lo que Salva, which has had a national nature; and Propaga la Vida, this last one developed by the province. Actually, many of this type have not been developed in the country, because it has not been a necessity due to the high levels of health among the population from the control of diseases. However, we also had as an example the communication campaign for the public well-being associated with the prevention of HIV-AIDS. On that basis and, in the current epidemiological context, Morón por la Vida emerged."
MSc. Roeldys González Laffita described the wakening of this initiative this way, conceived from his creative capacity and the knowledge acquired during his training as a social communicator at the Central University "Marta Abreu" from Las Villas.
Presented at the end of January, the campaign plans to contribute to the adoption of healthy lifestyles that have as a fundamental premise the protection and prevention of Covid-19 in the Morón's municipality. In this effort, three fundamental goals are set: to provide timely information to the people on the epidemiological situation and the measures to be adopted to minimize the risks of contagion; facilitate social participation in the new scenario, and stimulate the work and responsibility of institutional and social actors, in general, society.
González Laffita, who is also member of the Presidency of the Cuban Association of Social Communicators of Ciego de Ávila, defined the general population as public of interest, with emphasis on the most vulnerable age groups since they work in media that require exchange with other people: children, adolescents and young people, workers and older adults. Message lines have been designed for each of these population segments.
Since its launch, it was emphasized that the success of the campaign will be in the fulfillment of the actions that it comprises, including the work with the mass media, where the greatest advances are perceived from the formation of spots for local radio and television. Likewise, the adequate journalistic treatment of these issues is promoted from a diversity of genres.
A decisive role will be played by the presidents of popular councils and district delegates, together with the leaders of the Committees for the Defense of the Revolution in the different neighborhoods, who are essential actors in this campaign, as they have the mission of spreading the results related to prevention and confrontation with Covid-19 in the territory, in complex circumstances, due to the growing trend of positive and suspected cases in the municipality, the province and the country.
“Although the campaign needs a budget that has not been approved and will enable its full realization, there are actions that depend more on the management of our public alliances, among which are included the government structures at the base (presidents of popular councils and delegates from constituencies). They should make the information feasible with opportunity and periodicity to avoid unfavorable opinions and information deficiencies, taking into account that not all people access, for various reasons, the traditional communication channels, and they do not know sites such as El Portal del Ciudadano Avileño or they use social networks to inform themselves correctly. Morón por la Vida arises to fill those information gaps through direct exchange with the people.
At this juncture, communication processes that have become a priority for government management, acquire special relevance to offer explanations, raise awareness and mobilize.
He, who is also director of the Computer and Electronics Youth Club in Morón, considers that taking into account the importance that the Cuban president, Miguel Díaz-Canel Bermúdez, attaches to social communication, it is imperative to continue strengthening the structures for that purpose, an issue in which he has labored intensively in recent years by strengthening the work teams involved in this task and creating platforms for the development of electronic government mechanisms, among which the citizen portals stand out.
Along with this progress, cadres must be trained to increase their vision of social communication as a tool for leadership.
“The inadequate use of communication practices many times overcomes the lack of resources to solve the population's problems. It is an issue that we can resolve through direct exchanges with the people or by making efficient use of the tools at our disposal to communicate. Unfortunately, some executives do not recognize this contribution, or they do not give it the required importance.
“We know that the country is facing a very tense financial situation, however, we consider that communication projects such as Viraliza lo que Salva, Propaga la Vida and Morón por la Vida should be supported with greater force and frequency, taking into account the impact they may have on the transformation of negative social behaviors and the increase of popular participation. In this sense, our campaign is lacking a bit of momentum, however, we trust that this situation will be resolved on the fly and we will achieve the success of this project, which arises in the context of Covid -19, but it can be extended in time and adapted to the phases through which it is going, ” González Laffita concluded.