49- 0 CASE DE COMUNICAÇÃO DE 2013, SEGUNDO O COMMUNICATION THINKING: FRANCISCO.
Autor: Raul Cruz Lima | Publicado: 2014-01-29T09:51:00-02:00


O Arcebispo de Buenos Aires, Jorge Mario
Bergoglio, era um ilustre desconhecido até 13 de Março de 2013. Foi eleito Papa
e ganhou o mundo, instantaneamente, com uma única palavra: Francisco. 

Não precisou nem explicar a escolha do
nome. Jornais, radios, Tvs e redes sociais do mundo inteiro decifraram rapidinho
a mensagem que este nome trazia. Era o que todos nós também já sabíamos, ou
pelo menos sentimos, quando ouvimos o nome Franscisco. Bergoglio só precisou
confirmar tudo isso depois.






E os resultados vieram logo: Bergoglio
ficou popular e amado de um dia para o outro, melhorou a imagem e botou a
igreja com força na mídia mundial, aumentou bastante a audiência de todos os
eventos que o Papa participa, recuperou (pelo menos em parte) a confiança dos
fiéis na igreja.

Como fez isso? Reativou um nome que é um
verdadeiro arquétipo de bondade, humildade e dedicação aos pobres, cheio de valores
e significados.

E apresentou uma pessoa, com uma história
de vida&nbsp; com alguma coerência, para
receber este nome. Logo se divulgou que ele era conhecido por um estilo pessoal
despojado e frugal de viver. Morava num pequeno quarto, atrás da Catedral de
Buenos Aires, cozinhava sua própria comida e usava sempre transporte publico,
ônibus e metrô. Gostava de conviver com pessoas simples. Bergoglio deu conta do
recado.

Agora ele está praticando (ou tentando
praticar), com palavras e ações, tudo que essa palavra promete. Carisma ele já
tem. Apoio da mídia e opinião pública também. Vamos ver onde vai chegar.

Inspiração divina ou ação preconcebida -tipo
indicados ao Oscar, onde atores se dizem sempre surpresos com o prêmio, mas têm
sempre um discurso ensaiado? Nunca vamos saber. Mas o que interessa é que
funcionou. E muito bem.

Você conhece algum case com resultados
melhores que este?
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