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Description
The aim of the project is to build effective strategic communication on LGBT+ topics in Estonia and to contribute to the capacity and the collective knowledge of the field of human rights. For this, the Estonian LGBT Association will conduct research on the beliefs and narratives people in Estonia hold about LGBT+ topics in order to understand how our messages are being received, what has been the effect of misinformation, and what is necessary to create positive change. Based on the results of the research, we will compile a report and recommendations which will function as a practical tool for those working towards LGBT+ rights and human rights in general. In addition to supporting work in communication, this will also be a useful tool for work in other fields, such as advocacy and education, where there is also a need for effective messages aimed at people with different views and experiences. Our wider goal is to, on the one hand, improve the situation of LGBT+ people and their loved ones in Estonia by decreasing the amount and effect of prejudice and misinformation, and, on the other hand, to diminish the power of LGBT+ issues in populist and undemocratic political use. Recent years have shown that LGBT+ topics are a useful tool for polarization, incitement of hate, and collecting votes by doing so. If the power of this tool decreases, we will be able to strengthen a society based on democracy and mutual respect.
Summary of project results
The aim of the project was to build effective strategic communication on LGBT+ topics in Estonia and to contribute to the capacity and the collective knowledge of the field of human rights. More specifically, the plan was to increase the capacity of the Estonian LGBT Association (ELGBTA) in the field of communication, to also increase the capacity of other organizations, groups, and activists working on LGBT+ issues in Estonia, to improve the collective knowledge of the field of human rights and more specifically of communication in the field, and to develop the cooperation between the ELGBTA and our network of LGBT+ groups and organizations. In the long run, the project activities contribute to the betterment of the situation of LGBT+ people and the public opinion in Estonia.
In the course of the project, a study of the movable middle was conducted regarding their self-perception, perception of LGBT people, perception of the coverage of LGBT topics in the media, and the effect of the coverage on the movable middle. The study resulted in a report accompanied by recommendations for face to face and mediated communication. The report was introduced to partners, including LGBT+ activist network and other human rights organizations, and the public, primarily the supporters of the Estonian LGBT Association. In addition, the results into the Estonian LGBT Association’s (communication) strategy.
The project will have a lasting impact and sustainable results as the results were integrated into LGBT Association’s communication and organizational strategies, helping them to better reach and interact with a major target group, but also to better differentiate their communication among several target groups. The staff benefit from the results of this project not only in communications, but also in advocacy, trainings, and cooperation - anywhere that includes interacting with people who represent various attitudes, opinions, and awareness. In addition, LGBT Association can better support other groups and organizations, especially those working with LGBT-related communications. The report is also publicly available and easy to use in two languages, making it a relevant tool for future actors. Lastly, the results of the study and the substantial and diverse data are a useful basis for further research, especially for testing messages.