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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.