For USAID/Georgia:
In ethnically diverse Georgia, minorities still feel overlooked and prejudiced against.
According to the General Population Census conducted by GEOSTAT, minorities constitute over 13% of the Georgian population; some are minorities on both ethnic and religious grounds. Ethnic minority groups live in closed communities with very little integration into mainstream society. They remain isolated in several ways, including access to quality education, especially regarding language training, political and social participation, and access to information via media, making them rely on foreign media (Armenian, Azerbaijani, and Russian news sources).
The communication campaign was designed to promote the positive vision of an integrated and diverse Georgia, “introducing” ethnic minorities to mainstream society and demonstrating the importance of their inclusion in Georgia’s political, social, and economic life. The campaign aimed to compel the audience to engage in the discourse and recognize the significance of the economic and social empowerment of ethnic minority groups.
Scope:
– Concept development
– Overarching campaign branding and slogan
– Video production
– Outdoor campaign
– Social media campaign
– Print and TV campaign
– Multimedia exhibition
