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Description
Visually impairment is one of the most serious forms of disability, as the ability to orientate oneself, integrate into society, work and perform other things that a person can take for granted is significantly impaired. The project plans to strengthen the capacity of the Latvian Blind Sports Union (LNSS) by attracting new members to the organization, organizing an information day on social rehabilitation of blind and partially sighted sports for the visually impaired, social workers, NGOs and local government representatives in 4 regions of Latvia focusing on rural areas. With the help of expert consultations and lectures, work on the organization''s publicity will be developed, creating videos for publication on the LNSS YouTube channel, developing competitive content and visually attractive design for the organization''s Facebook page, as well as technical improvements for easier use. During the whole project implementation, publicity events of the project (press releases, articles in regional newspapers, websites) will be organized and the general public informed.
Summary of project results
The project aimed to address several key issues and challenges related to the visually impaired community in Latvia, particularly in rural areas:
Social Isolation: Visually impaired individuals often experience significant social isolation due to limited opportunities for interaction, participation in social activities, and integration into society. This issue is more pronounced in rural areas where resources and support systems may be lacking.
Limited Access to Social Rehabilitation: Many visually impaired individuals in Latvia, especially those in rural regions, lack access to social rehabilitation services that can help them lead independent and fulfilling lives. Rehabilitation through sports, which can promote both physical and mental well-being, is particularly underdeveloped for this population.
Insufficient Awareness and Support: There is a lack of awareness among social workers, NGOs, and local governments about the specific needs of visually impaired individuals, particularly in the context of promoting sports as a tool for rehabilitation and social inclusion. This results in insufficient support and services for this community.
Organizational Capacity of the Latvian Blind Sports Union (LNSS): The LNSS faces challenges in expanding its reach and effectively supporting its members. The organization needs to attract new members, improve its visibility, and strengthen its technical and publicity capacities to better serve the visually impaired community.
By addressing these challenges, the project seeks to enhance the well-being, social inclusion, and rehabilitation of visually impaired individuals in Latvia.
The project aimed to address several key challenges faced by visually impaired individuals in Latvia, particularly in rural areas, by promoting social rehabilitation and sports for the visually impaired. Below is a summary of the key activities and outputs of the project:
1. Public Relations and Mentorship:
- Initial PR Efforts: Before the project, members of the Latvian Blind Sports Union (LNSS) board handled PR tasks themselves, often alongside other jobs. To improve their public outreach, they hired public relations specialist Anita Monozova, who developed a communication plan in the first month of the project.
- Media Engagement: Monozova initiated collaboration with media outlets and regional newspapers to boost LNSS''s visibility. She suggested using platforms like Slack for internal project communication, helping to organize data collection and document meetings.
- Social Media Improvement: Monozova helped improve LNSS''s Facebook page and increased audience engagement by following digital marketing expert recommendations. She coordinated media coverage for international showdown sports events, increasing LNSS''s visibility.
- PR Challenges and Continuity: In December, Monozova stepped down, and Mareks Matisons, an experienced PR specialist, took over. He continued to promote LNSS activities on social media and during international showdown competitions in Finland. Matisons also worked on creating media campaigns that highlighted Latvian athletes'' participation in competitions in Lithuania and Liepāja.
2. Informative Seminars for Social Workers, NGOs, and the Visually Impaired:
- Purpose: These seminars aimed to raise awareness about the LNSS''s services and capabilities among social service workers, NGOs, and visually impaired people.
- Delivery and Format: Nine seminars were held across Latvian regions, including Talsi, Rezekne, Jūrmala, Dobele, Jēkabpils, Limbaži, Daugavpils, Ventspils, and one in Riga. The seminars allowed attendees to engage with LNSS representatives, learn about visually impaired sports, and discuss cooperation opportunities. Attendance varied, with a total of 79 participants.
- Seminar Focus: Participants were introduced to LNSS’s work, including sports equipment and programs for visually impaired athletes. The seminars also served to establish new partnerships with local institutions, expand networks, and inspire potential future collaborations.
3. Digital Marketing and Online Presence:
- Digital Marketing Expert Services: LNSS collaborated with digital marketing expert Ints Balodis, who offered workshops on digital marketing strategies. Using the MS Teams platform, eight participants, including LNSS board members and volunteers, received three 8-hour digital marketing consultations.
- Website and Social Media Updates: The organization''s website was updated to provide more timely and relevant information on upcoming events. A new section on the website allowed potential athletes, referees, and volunteers to sign up for LNSS activities.
- YouTube Channel and Media: Video materials about LNSS sports were produced and shared on YouTube, with links to the organization’s social media accounts. The YouTube channel saw growth in subscribers and views, particularly from live streams of showdown competitions.
4. Collaboration and New Membership Recruitment:
- Partnerships: The project led to the formation of new partnerships with organizations like a cycling group and "Sporto Latvijā," which helped recruit volunteers for tandem cycling events.
- Seminar Outcomes: Following the seminars, new partnerships were formed, and two organizations joined LNSS: the Daugavpils Blind Association and Tiflo Astra from Jugla. The latter had previously organized events like chess and showdown tournaments for visually impaired participants.
- Challenges in Membership Growth: While LNSS’s member base grew by 10 individuals during the project, the growth was slower than anticipated. However, the cooperation with new organizations is expected to continue contributing to LNSS''s long-term goals.
5. Public Awareness Campaigns:
- Media Campaigns: Press releases and public relations materials were distributed to regional newspapers in various cities and municipalities. Information about LNSS’s work and events reached wider audiences through popular news portals such as Delfi, TVNET, Sporta Centrs, and others.
- Web and Social Media Engagement: LNSS’s website traffic increased significantly during the project, with around 1300 unique visitors by August 2022. The organization’s YouTube channel accumulated over 5,600 views, and its Facebook page saw growing engagement.
In summary, the project focused on expanding LNSS’s public visibility, increasing membership, enhancing its digital marketing efforts, and raising awareness of visually impaired sports through seminars and media campaigns. These activities aimed to break down social barriers for visually impaired individuals in Latvia, particularly in rural areas, and foster their integration into society through sports and rehabilitation activities.
The project achieved several significant outcomes and impacts that benefitted different groups, particularly the visually impaired community in Latvia, as well as other stakeholders involved in supporting social rehabilitation and visually impaired sports. Below is a breakdown of the results and beneficiaries:
1. Increased Visibility and Awareness of Visually Impaired Sports:
- Outcome: Through public relations efforts, media campaigns, and social media engagement, the project significantly raised awareness about visually impaired sports and the activities of the Latvian Blind Sports Union (LNSS).
- Beneficiaries:
- Visually impaired individuals: These individuals, especially in rural areas, gained greater exposure to sports opportunities tailored to their needs. This increased awareness has the potential to inspire more visually impaired people to participate in sports activities, thereby improving their social integration and physical well-being.
- The general public and media outlets: As a result of the project’s media campaigns, the general public became more informed about visually impaired sports, leading to increased understanding and support for these initiatives.
2. Strengthened Capacity of LNSS:
- Outcome: The project improved LNSS''s organizational capacity, especially in terms of public relations, social media management, and member recruitment. This was achieved through the hiring of public relations specialists, collaboration with digital marketing experts, and the introduction of modern communication tools such as Slack for internal coordination.
- Beneficiaries:
- LNSS: The organization is now better equipped to manage its activities, promote its mission, and attract new members. The development of competitive content for its website, Facebook page, and YouTube channel has enhanced LNSS''s digital presence, contributing to its long-term sustainability.
- LNSS members and volunteers: Through expert consultations and improved coordination, LNSS’s volunteers and board members benefitted from the increased effectiveness of their work, including event planning, social media outreach, and communication with stakeholders.
3. New Memberships and Partnerships:
- Outcome: The project successfully recruited 10 new members to LNSS and established partnerships with two new organizations, including the Daugavpils Blind Association and Tiflo Astra, a visually impaired organization in Jugla. These partnerships expanded LNSS’s reach and helped establish a stronger community network.
- Beneficiaries:
- New members: These individuals, both visually impaired athletes and supporters, now have access to LNSS’s services, training, and sports events. This supports their personal development, physical health, and social integration.
- Partner organizations: By collaborating with LNSS, these organizations can now offer more opportunities to their members and communities, fostering greater inclusion of visually impaired individuals in sports and other social activities.
4. Enhanced Social Rehabilitation through Sports:
- Outcome: The project promoted sports as a tool for social rehabilitation, particularly through its seminars and sports events such as international showdown competitions. These activities helped integrate visually impaired individuals into social and community life.
- Beneficiaries:
- Visually impaired individuals: Those who participated in sports events or attended seminars gained access to structured activities that promote physical and mental well-being. This helps combat the social isolation that often affects people with disabilities, especially in rural areas.
- Social workers and NGOs: By attending informative seminars, social workers, NGO representatives, and local government officials learned more about the needs of visually impaired individuals and how to better support them through rehabilitation activities.
5. Knowledge and Skills Development:
- Outcome: The project provided expert consultations and digital marketing training to LNSS’s board members, volunteers, and public relations specialists. This training improved their ability to manage digital marketing campaigns, update the organization’s website, and create social media content.
- Beneficiaries:
- LNSS board members and volunteers: They acquired new skills in digital marketing and project management, which will enhance their future work within the organization and allow them to run more effective outreach campaigns and events.
- Visually impaired athletes: These efforts translated into better communication about upcoming events and activities, ensuring that visually impaired athletes are informed and can participate actively in the sports community.
6. Broader Public Engagement and Online Growth:
- Outcome: The project saw a significant increase in online engagement, including:
- A rise in LNSS website traffic, with over 1,300 unique visitors during the project period.
- Growth in YouTube subscribers (up to 411) and increased video views, especially for live-streamed sports events, with over 5,600 total views.
- Increased followers and engagement on LNSS’s Facebook page, contributing to a broader public understanding of visually impaired sports.
- Beneficiaries:
- General public and sports enthusiasts: Increased online presence allowed the general public, both within and outside Latvia, to follow LNSS’s events, raising awareness and support for visually impaired sports.
- Visually impaired community: This online growth provided visually impaired athletes and supporters with more accessible information on upcoming events and activities, enabling broader participation.
7. New Sports Opportunities for the Visually Impaired:
- Outcome: The project expanded sports opportunities for visually impaired individuals, including tandem cycling events and the widely publicized showdown competitions in Finland, Lithuania, and Latvia. This provided more options for physical activity and competition for visually impaired athletes.
- Beneficiaries:
- Visually impaired athletes: They benefitted from increased opportunities to engage in sports, which foster physical health, socialization, and a sense of achievement. Sports also provide a platform for visually impaired individuals to showcase their skills and compete on an international stage.
Conclusion:
The project’s results had a far-reaching impact, benefitting a wide range of stakeholders. The visually impaired community gained better access to sports and rehabilitation opportunities, LNSS strengthened its capacity and network, and the general public became more aware of the challenges and achievements of visually impaired individuals. Through these outcomes, the project contributed to greater social inclusion and well-being for visually impaired individuals in Latvia.