The photography support project by „Latio” established the Annual Photography Award of Latvia in 2006 to honor Latvian photographers and promote photography as a visual art form. Prior awards in Latvia were limited in scope, so this new annual contest aimed to strengthen the field of photography and recognize photographers' contributions. A research phase involved gathering expert opinions on award rules and foreign photography awards. The goals were to create a new tradition through the annual contest, introduce photography to wider society, and strengthen „Latio's” socially responsible image. Over 180 articles were published on the contest and over 300 entries were received, showing high interest from photographers.

1. The photography support project by „Latio” –
establishment of the Annual Photography Award of Latvia
Client: SIA „Latio”
Agency: „P.R.A.E. Sabiedriskās attiecības”
Term: year 2006 (in general the project has been started in 2004)
Description of the situation
To continue the photography support project started by „Latio” in 2004 and
successfully developed in close relationship with the Ministry of Culture, the
Photography Museum of Latvia, famous and respected photographers and leaders of
their professional organizations, etc. at the beginning of 2006 it was decided to
establish the contest of the Annual Photography Award of Latvia.
Until then there have been only separate, narrow-scale contests for photographers in
Latvia, photography hasn’t been honoured within broader visual arts awards thus it’s
been left to its own for quite a long time. In addition, there are several more or less
formal professional organizations which often can’t come to a consensus about
general goals and activities in this field, therefore such a large-scale event couldn’t
be organized from the inside.
Research
The main directions of the research before establishment of the Annual Photography
Award of Latvia:
- gathering opinions and professional advice from the photographers’ and
visual arts experts’ side;
- research on foreign photography awards’ rules and organization (e.g.,
Spanish Award of Light, etc.);
- compiling a data base on the Latvian photographers;
- evaluating and consolidating previous experience obtained during the „Latio”
photography support project.
Goals
1) Establishing a new tradition – annual large-scale contest for the Latvian
photographers within which their contribution in the visual arts field would be
honoured for the first time in Latvia and in long-term it would also stimulate
further development of the photography;
2) Introducing wider society to the tendencies of the modern Latvian
photography;
3) Strengthening the socially responsible image of the „Latio” by emphasizing
that it focuses on a definite field for a longer period of time and helps it to
develop and consolidate forces weakened in mutual contradictions.

2. Target groups:
- opinion leaders, including culture and arts fields;
- photographers and leaders of their professional organizations;
- mass media – general content news media and culture media;
- the existing and potential clients and partners of the „Latio”;
- society in general.
Communication channels
During the project information on its activities and results has been distributed
through:
- general content news media – Diena, Neatkarīgā Rīta Avīze, Latvijas Avīze,
Čas, Telegraf, Vestji Segod a, Latvijas Radio, Latvijas Televīzija, LNT, etc.;
- culture media – Fotokvartāls, Studija, Kultūras Forums, Kultūras Diena,
Kultūras rondo, 100 grami kultūras, etc.;
- Latvian photographers – both professionals and amateurs;
- general society had an opportunity to get acquainted with the contest and
entries through the exhibitions of the finalists and the foreign jury members
as well as through the „Latio” website www.latio.lv.
Activities implemented
To promote the publicity of the project and awareness of the experts about the
establishment of the contest and its progress, a range of promotion activities took
place during 2006:
1) a press conference where the State Secretary of the Ministry of Culture
Daniels Pav uts and the chairman of board of „Latio” Edgars Šīns announced
the establishment of the Award and the opportunity to apply for it;
2) regular individual communication with the photographers and mass media
about the progress of the contest, the range of entries and jury meeting;
3) to attract wider attention to the Award and to ensure that its results are as
unbiased as possible, two foreign jury members had been invited – the
curator of the legendary photographer Helmut Newton’s foundation, Matthias
Harder and the son of the scandalous Italian photographer Oliviero Toscani –
Rocco, he’s also a photographer himself. During their visit to Riga the
opening of the modern European photographers’ exhibition (brought by M.
Harder) and the presentation of the O. Toscani studio works (including the
scandalous United Colors of Benetton advertising photos) took place;
4) voting for the public’s award was announced on September – it took place on
the website of the “Latio” and gave an opportunity to the society to
participate in evaluation process and express their opinion on the entries;
5) at the beginning of October the exhibition of the finalists’ photographs has
been opened in the Riga Latvian Society hall, but at the end of the month the
awarding ceremony took place. The Minister of culture Helēna Demakova, art

3. historians Laima Slava and Alise Tīfentāle, the respected photographers
Gunārs Binde, Gunārs Janaitis, etc. participated in this ceremony;
6) during 2006 other “Latio” photography support project’s activities were
implemented as well – including publishing the traditional black-and-white
photo calendar and continuing research on the history of Latvian photography
(in cooperation with the Photography Museum).
Results
1. Successfully organized first Annual Photography Award of Latvia which
generated surprisingly high activity from the professionals’ side;
2. at the end of the year the photographers started to get interested when and
where they will be able to apply for the next year’s Award – this indicates
that the professionals perceive this contest very seriously and responsibly;
3. the project is in the agenda of the society, especially culture and arts
professionals – this is indicated by the experts’ phone survey results as well
as high interest from the media side who perceive the “Latio” photo project
as a long-term stable tradition within Latvian culture life and are willing to
cover its up-to-date issues;
4. quantitative results –
a. during 2006 there have been 189 articles on “Latio” photo project
published in print and online media, including 101 article in press and
88 in news agencies and internet portals,
b. regular radio and TV spots in national broadcast stations – Latvijas
Televīzija, LNT, Latvijas Radio, etc.,
c. up to 300 entries and about 1,500 photos in different awarding
categories,
d. the closed events visited by more than 500 experts, opinion leaders,
photographers.
As the project is continued in 2007, the progress of the contest has been evaluated
and the rules and some others aspects improved after consultations with the experts.
Insight into the Annual Photography Award of Latvia