The aim of this thesis is to analyze a media campaign called Responsible Together, which is focused on decrease of violence against women. Campaign Responsible Together is created by non-profit organizations that are part of civil society. This thesis brings a description of the creative process of the campaign, it's target group, and communication mix. One part of this thesis also introduces the specifics of marketing in the non-profit field. A case study was selected as a research design because it allows combining more than one method of collecting data. These methods were document analysis, analysis of graphics, and participatory observation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:447413 |
| Date | January 2021 |
| Creators | Nováková, Lucie |
| Contributors | Pavlík, Petr, Moree, Dana |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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