Nowy wymiar komunikowania o zdrowiu czy medialny fenomen Wielkiej Orkiestry Świątecznej Pomocy
New aspect of communication about health or the media phenomenon of the Great Orchestra of Christmas Charity

Summary/Abstract: Health is one of the most significant elements in our lives. It is a subject of numerous debates both in social and media space. Communication on health most often incorporates a form of interpersonal debate during everyday meetings, however its broader dimension should be born in mind as well. The mass character of media transmission causes that problems which refer to health and generally understood healthcare system, becomes a crucial element of social participation within this field. An example of social actions that aim at saving lives of people with diseases and conducting actions that promote health and prophylaxis is the operation of the Grand Orchestra of Christmas Charity (pl. Wielka Orkiestra Świątecznej Pomocy – WOŚP) together with the great final organized annually. Its pro-social character and innovative way of communication presented during the actions, in both traditional and electronic media, caused that it has become a national symbol of unity and social involvement of people and companies to the benefit of the sick. Currently, the GOCC is the strongest and best recognizable brand not only in Poland but also abroad, and the way of communication presented by its establisher and at the same time main strategist Jurek Owsiak, has become a tradition permanently placed in the calendar of media events. This article aims at showing the phenomenon of the Grand Orchestra of Christmas Charity and its input into new forms of communication about health.

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