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Description
The images that media create affect how society thinks and treats people. According to Lithuanian Ethnic Research center (2019), 63% of Lithuanian citizens would not want to live next to a Romani neighbor, 35% would not want to live next to a Muslim. 22% have said that they would not want to work with a colleague, who is gay or lesbian.
With the “New Norm” project we aim to create a media platform where human rights are important.
We aim to reach out to smaller cities and towns in Lithuania; we want to renew our online presence; we plan to change the name of our media platform to make it more connected with local context. We believe that Lithuania needs human rights-oriented media and we have knowledge and energy to provide it.
In order to do that we are applying to the Active Citizens Fund. In three years during the project, we commit to:
- Regularly publish new NYLA podcast documentaries and multimedia stories covering human rights issues in Lithuania;
- Publish op-eds by people who have been discriminated against in Lithuania to share their first person experiences;
- Build ties with journalists working in smaller towns in Lithuania and work together with them to share human rights stories from different parts of Lithuania;
- Share Nanook’s pieces for free with regional media in Lithuania;
- Organize public debates in small towns and bigger cities in Lithuania on the different topics of human rights.
Our hope is that they will be willing to participate in defending human rights in their own personal lives.
Summary of project results
The meaning and goal of the "New Norm" project were fundamentally to change the perspective of the Lithuanian media on human rights issues. Given that the media rarely addresses these issues and often distorts the portrayal of discriminated groups, there arose a need to create a platform where the discriminated individuals themselves could tell their stories, reveal hidden problems, and alter public perception.
The project strategically aimed to establish a journalistic platform embodying values rooted in respect for human rights and a commitment to fostering open discussions. This objective materialized through a multifaceted approach, encompassing diverse activities and outputs geared towards amplifying the stories of marginalized individuals and highlighting their meaningful contributions to society. Regular online broadcasts, dedicated to human rights themes, served as a dynamic channel for information dissemination. Simultaneously, the project rejuvenated its online platform, transforming it into a central repository for stories that shed light on the challenges faced by discriminated groups and showcased their positive impact.
In addition, the project extended its reach by organizing community meetings in various Lithuanian cities, facilitating direct engagement with the target audience. These gatherings provided a tangible space for open conversations about human rights and related issues, fostering a sense of community involvement. Furthermore, strategic collaboration with regional media outlets played a pivotal role in broadening the project''s impact. By forging partnerships with these entities, the project ensured that its narratives reached a wider audience through diverse media channels, contributing to a more nuanced and informed public discourse on human rights.
The project demonstrated significant impact by engaging approximately 3 million unique visitors during the period from 2020 to 2023. The active participation of the audience, primarily aged 25-44 and predominantly from major cities in Lithuania, indicates the project''s influence on this decision-making segment of society.
Furthermore, the project''s importance was reinforced through collaboration with regional media and journalists. This partnership not only expanded the project''s reach but also ensured greater media influence, contributing to changing the perspective of the Lithuanian media on marginalized groups. This underscores the significance of partners in fostering positive change in both the media landscape and society as a whole.