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Description
The aim of the project is to rebuild and strengthen FEE Latvia capacity of communication with society, ensuring the full use of the potential to promote public participation.
The project is based on tasks and challenges of capacity and growth defined in Strategy of FEE Latvia 2020.-2023. The most fundamental challenge of capacity and growth of FEE Latvia during the last years is communication about activities the organization is performing, including content of environmental and sustainable development.
The project provides the implementation of the following cycle of activities:
· Updating and approving FEE Latvia Strategy for the next period of operation, creating preconditions for full-fledged and targeted communication to reach the goals of organization and implemented programs;
· Supports the development of materials and tools for the implementation of communication activities - modernization of website, renewal of visual identity, as well as development of visual materials of basic activity of organization and programs, targets and content;
· Restarting communication activities, applying activities of the first year cycle implementing strategy of communication and use of the new tools.
The implementation of the activity cycle will give essential investment both educating society (focusing on target groups and using specific channels and messages), and creating understanding of activities, strengthening the image of organization and reputation.
In the broader context the project will ensure a wide-ranging impact on the long-term development of organization and solving identified capacity needs. The development of the strategy for the next period is the foundation-stone for the further targeted work implementing communication activities. The support materials and tools ensures platform implementing these activities, meanwhile implementing the first cycle of strategy of communication will support long-term results.
Summary of project results
The project aimed to address several critical challenges faced by the Foundation for Environmental Education Latvia (FEE Latvia) regarding its capacity to effectively communicate with the public. The primary challenge identified was the lack of a consistent and coordinated communication approach to inform about the organization’s activities, programs, and environmental and sustainable development topics. Although a communication strategy was developed in 2016, its implementation was only partial due to limited capacity and the impacts of the COVID-19 pandemic, which affected program operations both domestically and internationally. As a result, from 2018-2019, the communication strategy was not executed as planned, with activities relying largely on volunteers and project-specific goals, rather than aligning with the organization’s broader objectives.
The pandemic also disrupted educational and tourism-related programs, limiting opportunities for national events and local engagements within educational institutions. In eco-certification programs, specifically the Green Key initiative, personnel turnover increased, and re-certification processes were challenged as some tourism establishments temporarily ceased operations. Additionally, restricted and unpredictable support under the FEE Latvia and VARAM collaboration framework further hampered the foundation’s growth and capacity, as the funding received often only supported minimal activity within a “stagnant” scenario rather than fostering growth.
Given these challenges, communication improvement was prioritized, as it was viewed as a key component that could also support other capacity-building efforts. The project was designed to renew the foundation’s focus on communications, including updating the communication strategy, creating necessary support materials, and initiating the foundational phase of a coordinated communications approach. Through these efforts, the project sought to increase public awareness, strengthen FEE Latvia’s reputation, and support the long-term sustainability and growth of its programs.
The project developed and updated a communication strategy for the organization, focusing on analyzing audience profiles and defining targeted messages for its programs. A comprehensive communication content plan was created, structured annually to foster long-term engagement with target groups, ensuring direct involvement in environmental issues. Additionally, new support materials and tools were introduced, including a redesigned website with improved functionality, which now enables easier access to information about program criteria and participation. This new platform also includes an “Engage” section for volunteering and donation options.
The project enhanced the organization’s visual identity, updating program logos and designing templates for presentations and publicity materials, ensuring consistent branding. Digital marketing guidelines were created to standardize the use of visual materials on social media, with each program having a cohesive design approach. A shared file system was established to track necessary improvements and manage collaboration among program staff, who participated actively in meetings and inputting ideas.
Finally, the initial cycle of the updated communication strategy launched, encompassing new and existing communication rubrics, which were shared on social media and included content about environmental days, campaigns, and program updates. Over this period, the organization achieved increased visibility on platforms through coordinated posts and targeted messaging, strengthening its ability to effectively communicate with the public.
The project enhanced FEE Latvia''s communication strategy, increasing its effectiveness in reaching and engaging audiences. It strengthened FEE Latvia’s presence on social media by improving visual branding, organizing and clarifying messaging, and expanding content formats to platforms like TikTok, which aimed to increase reach and audience interaction. The foundation’s main communication channels—primarily Facebook and Instagram—gained followers, especially within the target demographic, which consists of women aged 18-54 from major Latvian cities. Digital materials were crafted to provide consistency across all programs, allowing a cohesive representation of FEE Latvia’s activities, campaigns, and overall identity. Monitoring tools and a media engagement system were implemented to better track and evaluate publicity efforts, optimize media outreach, and build relationships with journalists. The project achieved its goal of regularly informing the public about FEE Latvia’s work and programs, laying a strong foundation for future communication activities. The results contribute to the foundation’s long-term capacity by establishing durable publicity materials and strategies that support continued visibility and engagement even in the absence of additional resources.