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Description
The association "Ascendum" plans to create a large-scale informational campaign (television broadcasts, influencer/celebrity marketing, environmental advertising, integrated content in public and commercial media, as well as on social networks) about the importance of democracy, focusing on the question "How did it start?" - showcasing positive examples where people using democratic tools have achieved positive changes. The campaign aims to increase the influence of citizens who believe in their personal ability to impact decision-making processes, using the premise that dissatisfaction is often the first step towards initiating change.
Through this campaign, we aim to reach four primary audience segments - youth, seniors, residents of Latvian regions, and representatives of ethnic minorities living in the country, all of which have been identified in several studies as strategically significant groups for the development of a democratic society. To reach each of the target groups, messages and informative channels suitable for them will be utilized. However, the content will be created in a way that the message is understandable, accessible, and engaging for residents across the entire territory of Latvia.
The backbone of the campaign will be a 5-episode series where we will narrate stories of positive examples of civic participation in a clear and appealing manner for each of the defined segments. The program will be broadcast on Latvian public media and adapted formats for various social networks.
In collaboration with one of the largest Latvian online news outlets, we will create a separate section on it, "Democracy Atlas," which will allow not only to familiarize with specific mechanisms but also to assess interactively how one practices democracy and which forms of civic participation are suitable for them.
We also plan to launch an extensive PR campaign with activities targeted at each segment, involving opinion leaders directly relevant to them.
Summary of project results
It was essential to increase public understanding of social and political processes and participation opportunities, as well as to foster mutual trust and confidence that individuals can influence these processes by wide communication campaign due to the following challenges in Latvia:
- Low civic participation, a lack of belief in one''s ability to influence democratic processes, and a lack of civic education.
- Insufficient public understanding, including from the public administration, about the role of civil society and its importance in strengthening the development of a democratic state.
- Latvia faces a very low level of civic engagement (only 9% of the population is civically active), which is linked to a lack of mutual trust and civic competence.
- Mutual trust, both among citizens and between citizens and the state, is crucial for collaboration towards common goals, a fundamental element of democracy.
- Collaboration and active participation foster not only individual well-being, growth, and life satisfaction but also the public good—trust in politics nurtures economic development, security, and the rule of law.
- Low civic competence, including low awareness, political and civic interest, and a lack of critical thinking and civic skills, creates a favorable environment for the growth of populism and the expression of radical views, hindering progress.
Aim of the campaign was to increase understanding of democracy and civic participation among Latvian citizens, particularly youth, seniors, ethnic minorities, and residents of rural areas, fostering positive attitudes towards democracy and engagement in democratic processes. Creative concept of the campaign was based on the idea that widespread dissatisfaction in Latvian society could be channeled into more productive actions. Rather than remaining confined to private conversations or online comments, this dissatisfaction was meant to drive constructive civic action. The campaign sought to shift attitudes, address negative views on democracy, and offer a roadmap for moving from frustration to positive action, promoting democratic values through media, social media, and targeted outreach. The primary target audience for the campaign included youth (ages 15-25), seniors (ages 60+), regional residents (ages 15+, living outside Riga and its suburbs), and ethnic minority representatives. These groups were selected due to the unique challenges they face in overcoming barriers to civic engagement, with the aim of encouraging their active participation in democratic processes and fostering a deeper understanding of the importance of civic involvement in society.
Main activities. The campaign featured a variety of activities to engage the public and promote civic participation. These included the TV show "What is not happening here?" with 5 episodes on Latvian National Television, reaching at least 30,000 viewers per episode. In the TV show, the main character—a renowned TV and radio personality—traveled across Latvia, seeking out inspiring examples of civic engagement and offering insightful guidance on how to transform complaints into meaningful action. Additionally, informative online materials on civic participation were created in both Latvian and Russian, and distributed across major news portals such as tvnet.lv and rus.tvnet.lv. A methodological guide for schools was also developed, targeting educational institutions, teachers, and students. The campaign further included the production of 5 visual materials for outdoor media, with over 300 placements across Latvia, as well as the publication of these materials in regional newspapers with a total circulation of at least 60,000. A separate section on democracy was created on one of the largest news portals in Latvia tvnet.lv. "Complainant". The section featured examples of civic engagement and participation, outlined various forms of civic activity with clear instructions on how individuals could drive societal change, and included a test to help people identify which forms of democratic participation suited them best, possibly realizing they were already engaging in such actions unknowingly. It also included the campaign manifesto, encouraging further involvement in democratic processes. On social media, the campaign published 58 posts, including videos and memes, to engage a broader audience. Press conferences were held at both the campaign launch and conclusion to further promote its goals.To assess feedback from the target audience, the campaign also conducted two focus group discussions and online survey. These discussions were held online via the Zoom platform, enabling participation from various demographic segments, including youth, seniors, ethnic minorities, and regional residents.
- The campaign''s impact, based on an online survey, shows positive results among those who noticed its activities. Specifically, 16.8% reported that their views on democracy had changed, 24.9% increased their knowledge about democracy and its tools, 16.8% were inspired to become more civically active, and 22.4% improved their attitudes toward democracy and its mechanisms. This indicates that two key goals of the program were met: an increase in the proportion of people engaged in civic activities and an increase in the belief that individuals can influence decision-making processes.
- The campaign sparked dialogue, particularly with its message about complaining as a potential democratic action. Focus group discussions highlighted that many appreciated the practical advice on boosting civic activity, especially through social media and the "Complainant" section. Since the campaign materials remain freely accessible online, it is expected that this dialogue will continue, especially with upcoming elections raising awareness about democratic tools.
- Regarding social media, while precise regional impact data is difficult to determine, about 60% of the 1.15 million Facebook users reached were from the Riga region, with significant engagement from women and residents of Zemgale and Kurzeme. The most successful content included posts featuring recognizable local figures, such as those from the "What is not happening here?" TV show, which reached 250,000 people and showed strong regional engagement.
- Campaign received undeniably positive feedback on social media and in public spaces. Both NGOs and citizens highlighted that the campaign’s style and quality caught their attention, suggesting that it sparked reflection on its message. The campaign successfully reached nearly all of Latvia’s territory, primarily through advertisements in popular Latvian press outlets and the TV program "What is not happening here?".