6 Sose Street, suite 2, Yerevan 0019, Armenia + 374 11 54 72 11

HOPE as a STRATEGY

the event

Deem Communications is known for building and hosting events that inspire thought and creativity. Since 2006, through its strong collaboration with various international institutions, donor organisations, and governing bodies, DeeM has cultivated its ability to gather thought leaders and create platforms for professionals to network, engage, share, and, importantly, self-discover. As the leading creative strategic communications agency in Armenia, DeeM prioritises neuro-communication solutions that promote positive behaviour change in society. Its participatory approach allows it to be an integral for building more harmonious communities for all. This year, DeeM is revitalising the tradition bringing critical topics and seasoned practitioners to Armenia, making its much-anticipated Generation N communications event a reality. Generation N is a flagship event by Deem Communications designed to cultivate strategic thinking and analytical skills among its participants, starting essential discussions on pressing issues to create a better society. Staying true to our core values, this thought leadership initiative aims to better understand new trends and their correlation with old habits and traditional practices. The second edition of Generation N is moving beyond traditional approaches, diving deep into the frameworks and tools of hope-based strategy theory. From policy experts to creative leaders, our speakers will share their experiences and insights on building hope-centric narratives, fostering resilience, and mobilizing communities around shared goals.

genN: hope as a strategy

In 2020, the world underwent a major transformation as most people shifted to digital solutions. The crisis accelerated technological adoption across sectors by a decade in just three months, prompting people to adapt quickly and leading to lasting changes in how we interact and work. In the face of rapid global changes and mounting global challenges, how can hope become a driving force for real, lasting change? In its second edition, Gen N invites us to explore the transformative potential of hope-based communications strategies. Shifting from last edition’s focus on "Decoding Communications," Gen N 2024 turns to the power of positive frameworks, narrative-building, and resilient mindsets in both personal and organizational contexts. This event brings together thought leaders, strategists, and change-makers who believe that hope is not just an aspiration but a viable strategy for overcoming adversity, inspiring collective action, and shaping future pathways.

We anchor our strategic communications with hope, focusing on a better future ahead.

why now

As communities face global challenges, from social and political upheavals to environmental crises, hope offers a guiding light and a strategy to create forward momentum. Now, more than ever, leaders and change-makers are recognizing that hope isn’t just an optimistic outlook; it’s a strategic tool for overcoming adversity, inspiring action, and driving sustainable solutions. At Gen N, we’re embracing hope as a foundational element of resilient, future-oriented strategies, exploring how it can be harnessed to empower individuals, energize organizations, and shape positive societal change.

why DeeM

DeeM has utilized international communication trends and solved client communications issues for over 18 years. It has also been the organizer of PR Summit in Armenia since 2014 for 4 consecutive years. DeeM specializes in strategic communications and campaigning, and wants to position itself as the agency that contributes to social change and impact.

November 15, 2024

Museum of Ararat Yerevan
Brandy Company

audience

International community, donor and development organisations, government agencies, and NGOs operating in Armenia.

sessions and durations

One 20 minute Keynote Speech Two 40-minute panels and one 10-minute interview

key speaker
Thomas Coombes

Thomas Coombes

Thomas Coombes is a global communications strategist who developed an approach called hope-based communications (www.hope-based.com) to help the human rights and other progressive movements develop new narratives for social change. Thomas is an expert in narrative strategies, helping organizations harness storytelling to engage audiences effectively. With extensive experience in crafting impactful messages for political entities, he empowers teams to identify key conversations that reinforce their narratives. His innovative approach integrates behavioral science principles, enabling the development of campaigns that resonate deeply and inspire action.

panelist
Shahe Simonian

Shahe Simonian

Shahe Simonian is the Creative Director at Zanazan Studio and leads education-based projects in Armenia that foster knowledge exchange, youth empowerment, and resilience. An architect with over 25 years of experience in all phases of project delivery in Australia and more than 5 years in Armenia, he integrates cultural heritage and environmental focus, crafting spaces that support learning, skill-building, and the sustainable growth of young communities.

Petra Hultman

Petra Hultman

Petra Hultman's labor-intensive artworks combine archival material with intimate life stories to reveal the impact of ideals and ideologies. By materializing the past, her art invites reflection on the present. Reimagining forgotten strategies from sociopolitical dreams and weaving them into alternative versions of today, her focus on pivotal historical shifts illuminates the potential for transformative change.

Niagara Tonolli

Niagara Tonolli

After a career in digital marketing and communications, working for both large corporations and startups, Niagara Tonolli transitioned into documentary filmmaking. She developed a passion for powerful narratives and storytelling and collaborated with experienced filmmakers, taking on various roles such as assistant director, fixer, investigator, and now film director. Her projects have taken her from Gaza to Washington, Berlin to Kiruna, Paris to Yerevan, and include documenting the forbidden love between an Iraqi woman and a G.I. Joe, investigating the clandestine babies of the Palestinian Intifada, or unveiling the work of the Stasi files archivists.

Elissar Hajj Zarwi

Elissar Hajj Zarwi

Elissar Hajj Zarrui is a Thought Leader, Entrepreneur, Consultant, Transformational Leadership Expert and Marketing and Communications Influencer with more than 25 years of experience in developing strategies in Marketing, Communications and Learning and Development for digital transformations around the world. Founder of Comma Hub, a boutique Marketing and Communications Agency, Elissar and her team mobilize visions for results-driven businesses.

Ana Alexieva

Ana Alexieva

Ana is the Programs Director at Fine Acts (fineacts.co), a global nonprofit creative studio for social impact. She holds an MA in Media and Gender Studies from Ruhr University in Germany and Utrecht University in the Netherlands, along with an Executive Leadership qualification from Babson College in the U.S. Starting her career as a documentary film producer, Ana brings over 12 years of experience within the European cultural sector. She was included in Forbes Bulgaria’s prestigious “30 Under 30” list. A mother of two boys, Ana is passionate about creative innovation and driving social change.

Sisian Boghossian

Sisian Boghossian

Sisian is a top-performing leader, visionary, and motivator, with a knack for turning big ideas into bold realities! With expertise spanning marketing, business development, and tourism, she rallies high-energy teams to reach and exceed ambitious goals. From private sector ventures to spearheading tourism efforts in the public sector, she thrives on bringing people together to make things happen. In her last role, she focused on redefining Armenia as a vibrant tourism destination post-pandemic through crafting creative authentic narratives.

moderators
Tatevik Avetisyan

Tatevik Avetisyan

Tatevik Avetisyan is a believer in human virtue and goodness. She hopes that through ethical, empathic, and loving communication it is possible to transform human hearts, minds, and social constructs. Tatevik has been practicing the art and strategy of Public Relations for 20 years. She sees how communication can transform and bring the best in human relations and harmonize interconnection with self and the world.

Karni Karasarkissian

Karni Karasarkissian

Karni Karasarkissian is the Art Director and Brand Strategist at Deem Communications, bringing over a decade of experience in creativity and production. Combining visionary leadership with production expertise, he drives creative projects and mentors talent. Since arriving in Armenia in 2021, Karni has made significant contributions by collaborating with esteemed organizations like the EU Delegation, UNDP, World Food Program, and ICRC. His career highlights include collaborations with MTV Lebanon, Al Jazeera Qatar, Abu Dhabi TV, Majid Al Futtaim UAE, and Mobily KSA.

Hayk Abrahamyan

Hayk Abrahamyan

Hayk Abrahamyan is a strategic communications expert with 10 years of experience in the field. He has led advocacy campaigns in national and international arenas and supported civil society organizations in Armenia, Eastern Europe, and Central Asia to execute impactful social change campaigns. Hayk also provides consultancy to international organizations and government agencies, including conducting research, developing communication strategies, and campaign design.

Raffi Niziblian

Raffi Niziblian

Raffi is the founder of Deem Communications a strategic and creative communications agency that has been delivering impactful national and international campaigns and branding projects since 2006. He is an expert in visual storytelling, drawing on his background in film and audiovisual production and script development to inspire hope and change. He has collaborated with public servants and communications specialists to craft compelling narratives that resonate with diverse audiences. Since 2023 he has conceived and implemented over two dozen national campaigns.

agenda

17:00 - 17:10

​Welcome and Intro

Welcome, Event IntroArmine Zakaryan, Raffi Niziblian

15:00-16:00

17:10 - 17:20

Keynote Speech

Principles of Hope-Based CommunicationsThomas Coombes

17:30 - 18:10

Panel Discussion - 1

Crafting Hope Narratives in CommunicationsThomas Coombes, Raffi Niziblian, Niagara Tonolli, Elissar Hajj Zarwi

18:10 - 18:20

Spotlight Session

Building Armenia's Post-Crisis StoryKarni Karasakissian, Sisian Boghossian

18:20 - 19:00

Panel Discussion - 2

Visualizing Hope: Inspiring ChangePetra Hultman, Hayk Abrahamyan, Shahe Simonyan, Ana Alexieva

19:00 - 19:05

Closing Remarks

Deem Communications

19:05 - 19:30

Networking and Receptoin

Yerevan Brandy Company

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