A Better Future!
A better future is a term that we hear quite often in all circles in all countries. With conflicts and crises looming in all parts of the world,
societies call for solutions that will lead to a better future. Many seek this better future elsewhere, especially more adventurers or explorers such as nomad workers. As such, this mobility and migration has also created new needs in host countries, for example Armenia. When societies seek to change their future and cater to evolving needs
through tools, behaviors or mindset, they set forth
actions that push for policy and infrastructure change. In many cases, these changes are made uneventfully. However, many others, especially when conflicting with existing cultural norms or beliefs, seem to need a more cohesive and organized action. Campaigns are built to lobby,
promote and enforce that change in a society. This is not a new phenomena, but one that is quite common in democratic societies. Armenia has chosen the democratic path after the collapse of the soviet union.
This path was not a smooth transition. From economic to political turmoil have loomed over the country for years. Of course COVID-19 and conflict has not enabled it to fully recover and embark on its reforms. Regardless,
change has been quite evident. In Armenia, civil society actors, institutions, media and businesses play a vital role in the country’s transition. From gentrification to urbanization, from education to employability, from foreign investment to the empowerment of local SMEs and Startups,
change is visible to the naked eye. Human rights, collective and individual value changes and other non visible aspects have not been as evident though. Au contraire, these aspects require different types of campaigns.
DYNAMICS OF COMMUNICATIONS
What are communications campaigns? These are strategically crafted sets of activities that combine information, raise the awareness and visibility and provide resources to the target public about an idea, an issue or topic that is
of
importance to their well being. They use tools such as printed material like outdoor billboards or scrollers, printed articles or interviews, presence on TV or radio talk shows and other thematic programs, digital platforms like social media channels, online TV, podcasts. They can also entail a two-way communication event like talks and discussions either online or face to face. Outreach activities can take place in universities, business environments, malls or other public spaces like parks or streets. I’ll list a few of the cultural and behavior changing campaigns DeeM has
organized recently in Armenia. For those who’ve never been to the country before, such campaigns exemplify the pace of societal development in Armenia. Even considering only our campaigns, let alone the campaigns, the number of initiatives underway highlights the fact that change is happening in Armenia, and it’s happening quite fast.
As far back as 2007, we had introduced the concept of seasonal tourism, namely winter. The first
WinterFest Armenia was launched. We brought together businesses, local governing bodies and civil society around an idea that flourished and was implemented for 10 consecutive years. Winter tourism grew and saw many other activities pop up setting the stage for today’s more comprehensive landscape for business and leisure businesses to flourish.
Other national communications campaigns such as support to the awareness raising of the domestic violence law or the
Clean Armenia campaign were among the widest and most impactful campaigns held in Armenia. In earlier years, DeeM and Kanachastan NGO collaborated on a Non-Smoking campaign that put the topic of non-smoking in public spaces
on the agenda. The multi-faceted campaign was called
“Thank You For Non-smoking.”
campaign
DYNAMICS OF COMMUNICATIONS
Kaghand Bab
Last year, DeeM was selected by the UNDP Armenia office to create and conduct a national campaign that focused on reviving the human rights sector. The project was called
Social Innovation to Restart Human Rights. As a model, it featured the strength of creativity, vigorous teamwork, and a perpetual commitment to securing a better tomorrow for everyone with a general objective of establishing a sustainable future. It is believed that traditional practices are inadequate to address the complexities of today’s human rights issues in a global context. New, effective approaches are necessary to ensure sustainability by incorporating innovative solutions. To meet this goal, DeeM conceived a creative concept that ensured a wide audience participation nationwide. In line with its
hope-based communications approach, the experts proposed a team contest incorporating innovative, achievable, and efficient solutions. Each team (of at least 3) proposed a concept to solve an existing Human Rights problem in Armenia. Out of the 38 teams, only 6 were shortlisted. Most were from different regions of Armenia. All the groups shared a common aspiration – to make the world a better place.
Over a span of 5 weeks, the teams were mentored and consulted by field specialists to finalize their ideas into tangible projects. They then prepared for a pitching session in front of an international jury. Throughout the project, the
participating teams raised issues about the lack of awareness of fundamental rights affecting their communities.
UNDP contest
Strategically, the project aimed to mark
International Human Rights Day on December 10, 2022, with the launch of the contest. This brought together local authorities, international development agencies, local CSOs, specialists, and participants from the general public. This synergy and collaboration drive the sustainability of such engagement projects as they build networks and bring communities with shared values even closer. With the ever changing societies that require more intertwined structures to allow for shared values to flourish and create more spaces for collaboration,
especially for those growing number of people who chose to travel and work from remote places for clients or employers across the world, more campaigns will need to be carried out to enable such change.
A PLACE WHERE CHANGE IS CONSTANT
Despite the many challenges Armenia has faced and continues to face, the country has made significant progress on the path to development. Welcome to a place where change is a constant, and where there is still so much potential. Nomad or remote workers will increasingly
play a pivotal role in the formulation of needs but also campaigns that will push for change. And we, the more established and experienced professionals should be ready to learn from them and share past experiences.
Captured during the EU4Armenia campaign by DeeM | Vayots Dzor