{"id":8484,"date":"2026-02-23T13:37:38","date_gmt":"2026-02-23T13:37:38","guid":{"rendered":"https:\/\/boldgroup.agency\/?post_type=projects&#038;p=8484"},"modified":"2026-02-23T15:25:46","modified_gmt":"2026-02-23T15:25:46","slug":"vzajemna-skupaj-rastemo-skupaj-skrbimo","status":"publish","type":"projects","link":"https:\/\/boldgroup.agency\/sl\/projekti\/vzajemna-skupaj-rastemo-skupaj-skrbimo\/","title":{"rendered":"Vzajemna: Skupaj rastemo. Skupaj skrbimo."},"content":{"rendered":"\n<p>Leta 2025 je Vzajemna, najve\u010dja zdravstvena zavarovalnica v Sloveniji, stopila v novo poglavje. Preoblikovala se je v delni\u0161ko dru\u017ebo. Hkrati je \u017eelela osve\u017eiti svojo komunikacijo za svoj paradni produkt &#8211; zavarovanje Zdravstvena polica.<\/p>\n\n\n\n<p>Osrednji cilj je bil nadgraditi obstoje\u010de vrednote blagovne znamke na na\u010din, ki bo sodoben, \u010dustveno anga\u017eiran in doma\u010d. Hkrati pa komunicirati preobrazbo podjetja z ob\u010dutkom odgovornosti do skupnosti, v kateri se nahaja.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Komunikacija za zavarovanje Zdravstvena polica<\/h3>\n\n\n\n<p>Zdravstvena polica je dobila zgodbo, ki se odvija v doma\u010dem okolju. V ospredju je topel odnos treh generacij \u017eensk (babica, njena h\u010derka in njena vnukinja), ki skozi vsakdanje situacije in nasvete podajajo osrednje sporo\u010dilo: pozornost, skrb in druge dobre stvari se prena\u0161ajo iz generacije v generacijo.<\/p>\n\n\n\n<p>Nasveti \u201cvaruhinje\u201d (kot so: \u00bbne hodi bos po plo\u0161\u010dicah\u00ab ali \u00bbne na prepih z mokrimi lasmi\u00ab) so ponarodeli, toda to\u010dno taki, kot jih vsi poznamo &#8211; iskreni in skrbni. Komunikacija temelji na ideji, da medosebna skrb v drobnih gestah pozornosti simbolno odra\u017ea, kaj pomeni imeti zanesljivo zdravstveno zavarovanje.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ko gre za zdravje, zaupajte najbolj izku\u0161enim - Zdravstvena polica Varuha zdravja, Vzajemne\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/DM1EuNyWL5A?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:5rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Komunikacija ob preoblikovanju v delni\u0161ko dru\u017ebo<\/h3>\n\n\n\n<p>Za prehod v delni\u0161ko strukturo smo vzporedno pripravili drugi sklop kampanje, ki s poudarkom na tradiciji in zaupanju izpostavi Vzajemno kot sodobno, a \u0161e vedno sr\u010dno in doma\u010do zavarovalnico.<\/p>\n\n\n\n<p>Tudi tu spremljamo na\u0161e tri protagonistke, vendar namesto njihovih dialogov prisluhnemo pripovedovalcu. Pripoved ni nostalgi\u010dna, temve\u010d nadaljuje \u017ee znano obljubo, da je zavarovalnica prisotna ravno takrat, ko jo najbolj potrebujemo &#8211; tako danes kot tudi v prihodnje.&nbsp;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Skupaj rastemo. Skupaj skrbimo. Varuh zdravja, Vzajemna\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/9mD1vvxIOXQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:5rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Vizualna identiteta<\/h3>\n\n\n\n<p>Kampanja je obsegala tudi tiskovine in zunanje ogla\u0161evanje. Tu smo poskrbeli, da vizualni jezik jasno ozna\u010duje komunikacijski sklop. Zavarovanje zdravstvena polica je oznam\u010deno z zna\u010dilno modrimi odtenki, korporativna komunikacija pa prikazuje vizualno bogate trenutke povezanosti v doma\u010dem okolju.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"737\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-1-1024x737.jpg\" alt=\"\" class=\"wp-image-8488\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-1-1024x737.jpg 1024w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-1-500x360.jpg 500w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-1-768x553.jpg 768w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-1.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"737\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-2-1024x737.jpg\" alt=\"\" class=\"wp-image-8491\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-2-1024x737.jpg 1024w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-2-500x360.jpg 500w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-2-768x553.jpg 768w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-2.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"1024\" height=\"737\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-3-1024x737.jpg\" alt=\"\" class=\"wp-image-8494\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-3-1024x737.jpg 1024w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-3-500x360.jpg 500w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-3-768x553.jpg 768w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-billboard-mockup-3.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-8 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"595\" height=\"1024\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-1-595x1024.jpg\" alt=\"\" class=\"wp-image-8497\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-1-595x1024.jpg 595w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-1-291x500.jpg 291w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-1.jpg 628w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"595\" height=\"1024\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-2-595x1024.jpg\" alt=\"\" class=\"wp-image-8500\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-2-595x1024.jpg 595w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-2-291x500.jpg 291w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-2.jpg 628w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" loading=\"lazy\" width=\"595\" height=\"1024\" src=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-3-595x1024.jpg\" alt=\"\" class=\"wp-image-8503\" srcset=\"https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-3-595x1024.jpg 595w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-3-291x500.jpg 291w, https:\/\/boldgroup.agency\/wp-content\/uploads\/2026\/02\/vzajemna-citylight-mockup-3.jpg 628w\" sizes=\"(max-width: 595px) 100vw, 595px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:5rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Skupaj rastemo. Skupaj skrbimo.<\/h3>\n\n\n\n<p>Z izbrano komunikacijo Vzajemna potrjuje, da zna ostati sodobna in relevantna, ne da bi ob tem izgubila svoj zna\u010daj: sr\u010dnost, zanesljivost, osredoto\u010denost na \u010dloveka in mo\u010dno povezanost s skupnostjo. Ker je skrb ve\u010d kot storitev &#8211; je odnos. In odnos se gradi skozi \u010das.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Leta 2025 je Vzajemna, najve\u010dja zdravstvena zavarovalnica v Sloveniji, stopila v novo poglavje. Preoblikovala se je v delni\u0161ko dru\u017ebo. Hkrati je \u017eelela osve\u017eiti svojo komunikacijo za svoj paradni produkt &#8211; [&hellip;]<\/p>\n","protected":false},"featured_media":8485,"template":"","meta":{"ngg_post_thumbnail":0},"categories":[],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.13 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vzajemna: Skupaj rastemo. 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