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 agencyBaltic PR Award, May 14, 2010

CAMPAIGN TARGET

• Build patriotic attitude and promote patriotic education and civic consciousness,

• Educate about the history of the Latvian army, state defence and security policy,

• Promote the Youth Guard Centre of the Ministry of Defence and the National Armed Forces.

TARGET GROUPS

• Primary – young people at the age 14 till 19

• Secondary – school youth, parents, teachers, representatives of municipalities, society, media.

“THE NEW GUARDS OF RIGA” IS: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

“THE NEW GUARDS OF RIGA” IS: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,

one for all and all for one,

making use of skills, feelers, responsibility, 4 rounds, from regional to state level,

aim, task, cooperation

“THE NEW GUARDS OF RIGA” IS:front-line, feelers, young people, leadership, involvement,

supporters, playing of historical events, patriotism,

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,

prize, TV reality show, event for life,

Mission must go on!

Noslēguma ceremonija

Spēles III kārta

COMMUNICATION goals• Challenge – pay attention, team building within one

month and applying for the game (at least 1500 young people),

• Information about the game and its process, keep interest during the whole campaign,

• Position the Youth Guard Centre as organizers of the game,

• 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”,

• Encourage patriotic values throughreflection of historical events.

COMMUNICATION = INVOLVEMENT• Work with schools, municipalities• Direct communication with the participants

• Large-scale plan of publicity activities during all the stages of the game:- press conference – media mobilization;- home page www.jaunierigassargi.lv ;- press releases, photo reportings, interviews;- specially composed hymn of the game;

• Informative and publicity materials (posters, flyers, labels, badges etc.)

• Advertisement:- TV- Radio- Printed media- Internet

PUBLICITYMedia mobilization, overcoming of scepticism, loyalty, emotional reporting, 4 kg

RESULTS• 31 game in 9 month in all Latvia, • 26 regions, 4 rounds,• 2280 participants or 380 teams, • Positive publicity in all kinds of

local and national media = 4 kg, • Thousends of visits of home page• 5 TV show episodes = audience more than 30 000,• Interest for Youth Guard Centre activities has

increased for approximately 10%,• Special Award from the minister of defence• Increased knowledge and interest about history,

positive attitude of patriotism !!!• Similar activities organized by participants themselves

THANK YOU!