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ADVENTURE AND CHALLENGE   REALITY GAME FOR YOUTH  “ THE NEW GUARDS OF RIGA”  (PIEDZĪVOJUMU UN IZAICINĀJUMA SPĒLE JAUNIEŠIE...
 
CAMPAIGN TARGET <ul><li>Build  patriotic attitude  and promote patriotic education and  civic consciousness , </li></ul><u...
TARGET GROUPS <ul><li>Primary –  young  people at the age 14 till 19 </li></ul><ul><li>Secondary – school youth, parents, ...
“ THE NEW GUARDS OF RIGA” IS: <ul><li>Strategic game,  informal education ,  attractive way to address youth , experience,...
 
“ THE NEW GUARDS OF RIGA” IS: <ul><li>challenge, heroes, experience, true events,  team  (3+3),  common adventure , worksh...
“ THE NEW GUARDS OF RIGA” IS: <ul><li>front-line, feelers, young people, leadership, involvement, supporters, playing of h...
Noslēguma ceremonija
Spēles III kārta
COMMUNICATION goals <ul><li>Challenge – pay attention, team building within  one month  and  applying for the game  (at le...
COMMUNICATION = INVOLVEMENT <ul><li>Work with schools, municipalities </li></ul><ul><li>Direct communication with the part...
PUBLICITY <ul><li>Media mobilization, overcoming of scepticism, loyalty, emotional reporting,  4  kg </li></ul>
RESULTS <ul><li>31 game in 9 month in all Latvia,  </li></ul><ul><li>26 regions, 4 rounds, </li></ul><ul><li>2280 particip...
THANK YOU!
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Public Sector & NGOs :Reality game for youth “The New Guards of Riga” (Piedzīvojumu in izaicinājuma spēle "Jaunie Rigas sargi" - latvian), SIA EKO MEDIA Ltd., LV

Baltic PR Awards 2010
Since 2005 Baltic PR Awards is an annual contest to promote professionalism, effectiveness and high ethical standards within the public relations industry in the Baltic countries, as well as share knowledge and experience among both in-house and consultancy PR professionals.

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Public Sector & NGOs :Reality game for youth “The New Guards of Riga” (Piedzīvojumu in izaicinājuma spēle "Jaunie Rigas sargi" - latvian), SIA EKO MEDIA Ltd., LV

  1. 1. ADVENTURE AND CHALLENGE REALITY GAME FOR YOUTH “ THE NEW GUARDS OF RIGA” (PIEDZĪVOJUMU UN IZAICINĀJUMA SPĒLE JAUNIEŠIEM “ JAUNIE RĪGAS SARGI ”) Marta Romanova, EKO MEDIA, PR & Communication environment agency Baltic PR Award, May 14, 2010
  2. 3. CAMPAIGN TARGET <ul><li>Build patriotic attitude and promote patriotic education and civic consciousness , </li></ul><ul><li>Educate about the history of the Latvian army, state defence and security policy, </li></ul><ul><li>Promote the Youth Guard Centre of the Ministry of Defence and the National </li></ul><ul><li>Armed Forces. </li></ul>
  3. 4. TARGET GROUPS <ul><li>Primary – young people at the age 14 till 19 </li></ul><ul><li>Secondary – school youth, parents, teachers, representatives of municipalities, society, media. </li></ul>
  4. 5. “ THE NEW GUARDS OF RIGA” IS: <ul><li>Strategic game, informal education , attractive way to address youth , experience, adventure , outdoor life activity, learning by doing, inspired from film “The Guards of Riga” (2007), paraphrase, being proud of nation’s history, new struggles, historical materials, retrospective, 31 different legend , local patriotism , military consultants </li></ul>
  5. 7. “ THE NEW GUARDS OF RIGA” IS: <ul><li>challenge, heroes, experience, true events, team (3+3), common adventure , workshops, history, making of fire, communications, Morse code, first aid, orienteering, team work , leadership , decision making, shooting, military tactics, mission , checkpoints, </li></ul><ul><li>one for all and all for one , </li></ul><ul><li>making use of skills, feelers, responsibility , </li></ul><ul><li>4 rounds, from regional to state level, </li></ul><ul><li>aim , task, cooperation </li></ul>
  6. 8. “ THE NEW GUARDS OF RIGA” IS: <ul><li>front-line, feelers, young people, leadership, involvement, supporters, playing of historical events, patriotism, </li></ul><ul><li>hymn, the national flag, Latvia , values, friends , dignity, campfire, drill and ceremonies, musician Kaspars Zlidnis, songs , trust, strategy, help, membership, defence, responsibility, snowstorm , cold, storm, mud , feelings, joyful tears, belief in one’s strength, reliance, </li></ul><ul><li>prize, TV reality show , event for life, </li></ul><ul><li>Mission must go on! </li></ul>
  7. 9. Noslēguma ceremonija
  8. 10. Spēles III kārta
  9. 11. COMMUNICATION goals <ul><li>Challenge – pay attention, team building within one month and applying for the game (at least 1500 young people), </li></ul><ul><li>Information about the game and its process, keep interest during the whole campaign, </li></ul><ul><li>Position the Youth Guard Centre as organizers of the game, </li></ul><ul><li>Position the game as most important event for youth during activities “ The 90th Anniversary of the Latvian Army” and “The 5th Anniversary of Latvia in NATO”, </li></ul><ul><li>Encourage patriotic values through </li></ul><ul><li>reflection of historical events. </li></ul>
  10. 12. COMMUNICATION = INVOLVEMENT <ul><li>Work with schools, municipalities </li></ul><ul><li>Direct communication with the participants </li></ul><ul><li>Large-scale plan of publicity activities during </li></ul><ul><li>all the stages o f the game: </li></ul><ul><li>- press conference – media mobilization; </li></ul><ul><li>- home page www.jaunierigassargi.lv ; </li></ul><ul><li>- press releases, photo reporting s , interviews; </li></ul><ul><li>- specially composed hymn of the game; </li></ul><ul><li>Informative and publicity materials </li></ul><ul><li>(posters, flyers, labels, badges etc.) </li></ul><ul><li>Advertisement: </li></ul><ul><li>- TV </li></ul><ul><li>- Radio </li></ul><ul><li>- Printed media </li></ul><ul><li>- Internet </li></ul>
  11. 13. PUBLICITY <ul><li>Media mobilization, overcoming of scepticism, loyalty, emotional reporting, 4 kg </li></ul>
  12. 14. RESULTS <ul><li>31 game in 9 month in all Latvia, </li></ul><ul><li>26 regions, 4 rounds, </li></ul><ul><li>2280 participants or 380 teams, </li></ul><ul><li>Positive publicity in all k i nds of </li></ul><ul><li>local and national media = 4 kg, </li></ul><ul><li>Thousends of visits of home page </li></ul><ul><li>5 TV show episodes = audience more than 30 000, </li></ul><ul><li>Interest for Youth Guard Centre activities has increased for approximately 10%, </li></ul><ul><li>Special Award from the minister of defence </li></ul><ul><li>Increased knowledge and interest about history, positive attitude of patriotism !!! </li></ul><ul><li>Similar activities organized by participants themselves </li></ul>
  13. 15. THANK YOU!

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