{"id":45941,"date":"2024-08-07T11:01:24","date_gmt":"2024-08-07T09:01:24","guid":{"rendered":"https:\/\/mediaboard.com\/?p=45941"},"modified":"2025-02-18T11:11:32","modified_gmt":"2025-02-18T10:11:32","slug":"csr-v-praxi-aneb-pribeh-znacky-maappi-2","status":"publish","type":"post","link":"https:\/\/mediaboard.com\/cs\/csr-v-praxi-aneb-pribeh-znacky-maappi-2\/","title":{"rendered":"CSR v praxi aneb p\u0159\u00edb\u011bh zna\u010dky MAAPPI"},"content":{"rendered":"\n<p>St\u0159edobodem zna\u010dky MAAPPI je pr\u00e1v\u011b jeho syn Mat\u011bj, jemu\u017e byla identifikov\u00e1na porucha autistick\u00e9ho spektra. Mat\u011bj m\u00e1 v\u0161ak dar. Od osmi let&nbsp;<strong>maluje mapy, kter\u00e9 mu d\u00e1vaj\u00ed po\u0159\u00e1dek v jeho autistick\u00e9m \u017eivot\u011b.<\/strong> Na posledn\u00edm PR Brunchi za zna\u010dku MAAPPI vystupoval jej\u00ed spoluzakladatel Martin Ho\u0161ek (tak\u00e9 \u0159editel marketingu J&amp;T Banky). P\u0159\u00edb\u011bh&nbsp;<a href=\"http:\/\/maappi.com\/cs\/\" target=\"_blank\" rel=\"noreferrer noopener\">MAAPPI<\/a>&nbsp;je uk\u00e1zkou, jak funguj\u00ed spr\u00e1vn\u00e9 CSR (Corporate Social Responsibility) projekty v praxi.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2>Vznik &amp; CSR v praxi<\/h2>\n\n\n\n<p>Mat\u011bj Ho\u0161ek d\u00edky sv\u00e9 l\u00e1sce k&nbsp;ve\u0159ejn\u00e9 doprav\u011b v\u00e1\u0161niv\u011b r\u00e1d maluje&nbsp;dopravn\u00ed mapy, zaj\u00edm\u00e1 se o architekturu, design a um\u011bn\u00ed. Od sv\u00fdch 8 let kresl\u00ed mapy, re\u00e1ln\u00e9 \u010di smy\u0161len\u00e9. A d\u00edky jeho nad\u00e1n\u00ed vznikla zna\u010dka MAAPPI, kter\u00e1 stav\u00ed na jeho v\u00fdtvorech.&nbsp;<\/p>\n\n\n\n<p>Samotn\u00e9 MAAPPI&nbsp;vzniklo pom\u011brn\u011b ned\u00e1vno. Prvn\u00ed velkou p\u0159\u00edle\u017eitost\u00ed, kde bylo mo\u017en\u00e9 vid\u011bt Mat\u011bjovy mapy, byl Mercedes-Benz Prague Fashion Week, v r\u00e1mci&nbsp;kter\u00e9ho&nbsp;byly mapy p\u0159eneseny na l\u00e1tky m\u00f3dn\u00ed kolekce. V\u00fdt\u011b\u017eek z p\u0159ehl\u00eddky \u0161el n\u00e1sledn\u011b nada\u010dn\u00edmu fondu Kate\u0159iny Sokolov\u00e9 Auttalk, kter\u00fd p\u0159isp\u00edv\u00e1 rodin\u00e1m pe\u010duj\u00edc\u00ed o autistick\u00e9 d\u011bti.&nbsp;<\/p>\n\n\n\n<p>Skrze soci\u00e1ln\u00ed s\u00edt\u011b se sv\u011bt dozv\u011bd\u011bl o Mat\u011bjovi a jeho p\u0159\u00edb\u011bhu a \u017e\u00e1dosti o dal\u0161\u00ed produkty s mapami se za\u010daly hrnout. Mat\u011bjovi rodi\u010de se proto rozhodli z\u00edskat pen\u00edze na prvn\u00ed kolekci MAAPPI, a to skrze HITHIT, crowdfunfdovou platformu, kter\u00e1 propojuje kreativn\u00ed osoby s lidmi, kte\u0159\u00ed by je cht\u011bli podpo\u0159it v jejich \u010dinnosti. P\u016fvodn\u00edm c\u00edlem bylo vybrat \u010dtvrt milionu korun, av\u0161ak toto o\u010dek\u00e1v\u00e1n\u00ed bylo p\u0159ekro\u010deno o 111 %. Bylo vybr\u00e1no&nbsp;528 000 korun za pouh\u00fdch 45 dn\u00ed od 619 lid\u00ed. Od toho okam\u017eiku projekt za\u010dal d\u00e1vat smysl a nosnou my\u0161lenkou se stalo d\u00e1vat mapy v\u0161ude, kde se d\u00e1.&nbsp;<\/p>\n\n\n\n<p>Od t\u00e9 doby m\u016f\u017eete naj\u00edt MAAPPI design na obalech&nbsp;na telefon, na oble\u010den\u00ed, na bot\u00e1ch nebo na cestovn\u00edch den\u00edc\u00edch. Konkr\u00e9tn\u011b nap\u0159\u00edklad:<\/p>\n\n\n\n<ul><li>limitovan\u00e1&nbsp;eventov\u00e1&nbsp;edice&nbsp;RunCzech od Adidas,<\/li><li>batohy Braasi,<\/li><li>tenisky <a href=\"https:\/\/shop.maappi.com\/converse\/\">Converse<\/a>,<\/li><li>boty&nbsp;Timberland,<\/li><li>cestovn\u00ed&nbsp;den\u00edky Marco Polo,<\/li><li>kel\u00edmky&nbsp;Kofi-Kofi.<\/li><\/ul>\n\n\n\n<p>Mezi dal\u0161\u00ed \u00fasp\u011bchy ur\u010dit\u011b pat\u0159\u00ed spolupr\u00e1ce s Footshopem, d\u00edky kter\u00e9&nbsp;vznikla limitovan\u00e1 edice Budape\u0161\u0165 nebo pl\u00e1novan\u00e1 spolupr\u00e1ce s organizac\u00ed Ropid,&nbsp;v r\u00e1mci kter\u00e9&nbsp;bude design od MAAPPI implementov\u00e1n na seda\u010dky m\u011bstsk\u00e9 dopravy. Za zm\u00ednku tak\u00e9 stoj\u00ed spolupr\u00e1ce s L\u00edta\u010dkou, d\u00edky kter\u00e9 bude m\u00edt l\u00edta\u010dka&nbsp;design MAAPPI.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>Propojen\u00ed zm\u00edn\u011bn\u00fdch zna\u010dek a MAAPPI je pro budoucnost projektu z\u00e1sadn\u00ed. Prost\u0159ednictv\u00edm kooperace s v\u011bt\u0161\u00edmi labely se dost\u00e1v\u00e1&nbsp;projektu MAAPPI&nbsp;mnohem v\u011bt\u0161\u00ed pozornosti, a z\u00edsk\u00e1v\u00e1 tak neoceniteln\u00e9 mo\u017enosti propagace.&nbsp;Zkr\u00e1tka n\u00e1dhern\u00e1 uk\u00e1zka CSR v praxi. T\u00edm jsou schopni brand posunout d\u00e1l. Z\u00e1rove\u0148 v\u0161ak Martin Ho\u0161ek dod\u00e1v\u00e1, co je hlavn\u00ed my\u0161lenkou cel\u00e9ho projektu:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"has-text-align-center\">\u201e<strong>MAAPPI maj\u00ed propojovat a pom\u00e1hat.<\/strong>\u201c<strong>&nbsp;<\/strong><\/h3>\n\n\n\n<p><\/p>\n\n\n\n<p>Za tak kr\u00e1tkou dobu, co MAAPPI existuje, ji\u017e stihli rozdat 560 000 K\u010d, co\u017e je neuv\u011b\u0159iteln\u00fdm v\u00fdsledkem. MAAPPI v\u0161ak nepom\u00e1haj\u00ed pouze autist\u016fm, soust\u0159e\u010fuj\u00ed se tak\u00e9 na pomoc lidem z dobro\u010dinn\u00fdch organizac\u00ed a asistuj\u00ed voz\u00ed\u010dk\u00e1\u0159\u016fm.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2>Komunikace&nbsp;<\/h2>\n\n\n\n<p>Co se t\u00fd\u010de komunikace, CSR v praxi se u MAAPPI projevuje nejen medi\u00e1ln\u00ed prezentac\u00ed, ale i aktivn\u00ed prac\u00ed se soci\u00e1ln\u00edmi s\u00edt\u011bmi. MAAPPI se ji\u017e n\u011bkolikr\u00e1t objevilo v m\u00e9di\u00edch, co\u017e p\u0159isp\u00edv\u00e1 k jeho rostouc\u00edmu pov\u011bdom\u00ed. Zna\u010dku je tak\u00e9 mo\u017en\u00e9 naj\u00edt na soci\u00e1ln\u00edch s\u00edt\u00edch, zejm\u00e9na na <a href=\"https:\/\/www.instagram.com\/maappi_official\/\">Instagramu<\/a>, kde se nach\u00e1zej\u00ed ve\u0161ker\u00e9 novinky ohledn\u011b brandu. Na za\u010d\u00e1tku leto\u0161n\u00edho roku byla ve spolupr\u00e1ci s v\u00fdzkumnou spole\u010dnost\u00ed Ipsos m\u011b\u0159ena navozen\u00e1 a spont\u00e1nn\u00ed znalost zna\u010dky \u2013 na ot\u00e1zku, jakou znaj\u00ed charitativn\u00ed zna\u010dku, spont\u00e1nn\u011b odpov\u011bd\u011blo 16 % respondent\u016f, \u017ee projekt MAAPPI. D\u00e1le se p\u0159edpokl\u00e1d\u00e1, \u017ee propojen\u00ed zna\u010dky s L\u00edta\u010dkou bude m\u00edt vliv na zn\u00e1most zna\u010dky a jej\u00ed medializaci.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"1024\" height=\"1024\" src=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-1024x1024.webp\" alt=\"\" class=\"wp-image-59210\" srcset=\"https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-1024x1024.webp 1024w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-300x300.webp 300w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-150x150.webp 150w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-768x768.webp 768w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-1536x1536.webp 1536w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-20x20.webp 20w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-562x562.webp 562w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-1124x1124.webp 1124w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-281x281.webp 281w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-440x440.webp 440w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-480x480.webp 480w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-220x220.webp 220w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-102x102.webp 102w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-204x204.webp 204w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-52x51.webp 52w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-160x160.webp 160w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-320x320.webp 320w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-80x80.webp 80w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-24x24.webp 24w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-36x36.webp 36w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800-48x48.webp 48w, https:\/\/mediaboard.com\/wp-content\/uploads\/2025\/02\/1800x1800.webp 1800w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption><br><a href=\"https:\/\/obchod.portal.cz\/beletrie\/matej-maluje-mapy\">Mat\u011bj maluje mapy<\/a> od Nakladatelstv\u00ed Port\u00e1l<\/figcaption><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2>Vize do budoucna&nbsp;<\/h2>\n\n\n\n<p>Jako ka\u017ed\u00e1 zna\u010dka, i MAAPPI maj\u00ed sv\u00e9 ambici\u00f3zn\u00ed pl\u00e1ny do budoucna. Jedn\u00edm z c\u00edl\u016f je&nbsp;dostat se do zahrani\u010d\u00ed, st\u00e1t se glob\u00e1ln\u00edm projektem a ve\u0161ker\u00e9 pen\u00edze, kter\u00e9 budou vybr\u00e1ny v jin\u00e9m st\u00e1t\u011b, pom\u016f\u017eou pr\u00e1v\u011b v dan\u00e9m st\u00e1t\u011b, kde si \u010dlov\u011bk dan\u00fd produkt s MAAPPI designem zakoupil.&nbsp;<\/p>\n\n\n\n<p>Druh\u00fdm c\u00edlem&nbsp;je vznik concept storu, kter\u00fd bude jednak m\u00edstem pro vyd\u00e1v\u00e1n\u00ed L\u00edta\u010dky, ale tak\u00e9 to bude&nbsp;kav\u00e1rna a obchod s MAAPPI p\u0159edm\u011bty. Jednalo by se tak o st\u0159edobod cel\u00e9ho projektu, kde by bylo mo\u017en\u00e9 naj\u00edt ve\u0161ker\u00e9 spolupr\u00e1ce zna\u010dky. Z\u00e1rove\u0148 se p\u0159edpokl\u00e1d\u00e1 tak\u00e9 vytvo\u0159en\u00ed mapy Prahy, kterou by si n\u00e1sledn\u011b turist\u00e9 odvezli dom\u016f jako\u017eto suven\u00fdr.&nbsp;<\/p>\n\n\n\n<p>CSR dnes nen\u00ed jen o odpov\u011bdn\u00e9m podnik\u00e1n\u00ed, ale tak\u00e9 o podpo\u0159e komunity a pozitivn\u00edch zm\u011bn\u00e1ch ve spole\u010dnosti. Firmy, kter\u00e9 se aktivn\u011b v\u011bnuj\u00ed CSR, nejen\u017ee buduj\u00ed lep\u0161\u00ed vztahy se z\u00e1kazn\u00edky a partnery, ale tak\u00e9 inspiruj\u00ed ostatn\u00ed k odpov\u011bdn\u011bj\u0161\u00edmu p\u0159\u00edstupu. <\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>My v Mediaboardu si tuto roli uv\u011bdomujeme, a proto m\u00e1me v na\u0161\u00ed knihovn\u011b kn\u00ed\u017eku <strong><a href=\"https:\/\/obchod.portal.cz\/beletrie\/matej-maluje-mapy\">Mat\u011bj maluje mapy<\/a> od Nakladatelstv\u00ed Port\u00e1l <\/strong> \u2013 kr\u00e1sn\u00fd p\u0159\u00edklad toho, jak talent a v\u00e1\u0161e\u0148 mohou ovlivnit sv\u011bt kolem n\u00e1s. Moc dr\u017e\u00edme Mat\u011bjovi palce na jeho cest\u011b a v\u011b\u0159\u00edme, \u017ee jeho pr\u00e1ce bude inspirovat dal\u0161\u00ed generace!<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jak CSR projekty funguj\u00ed teoreticky je mo\u017en\u00e9 se do\u010d\u00edst v r\u016fzn\u00fdch p\u0159\u00edru\u010dk\u00e1ch na internetu. Jak ale funguj\u00ed v praxi? O tom prozradil v\u00edce spoluzakladatel charitativn\u00ed zna\u010dky MAAPPI Martin Ho\u0161ek.<\/p>\n","protected":false},"author":12,"featured_media":45106,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"Jak projekty CSR v praxi funguj\u00ed? 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