USAID-Moldova 30-Year Friendship Campaign

USAID

In October 2021, Proimagine was commissioned by the United States Agency for International Development (USAID) in Moldova to develop and implement a national communication campaign celebrating the 30-year friendship between USAID and the Republic of Moldova. Charged with developing the communication strategy, providing advertising and media relations services, offering communication consulting, managing events, and creating communication materials, Proimagine undertook the task with precision and dedication.

TASK UNDERTAKEN

Proimagine was tasked with conceptualizing and executing a multifaceted communication campaign to celebrate the 30-year friendship between USAID and Moldova. The agency's responsibilities encompassed developing a robust communication strategy, crafting engaging outreach materials, organizing impactful events, and managing various communication activities to effectively convey the significance of USAID's contributions.

STRATEGIES EMPLOYED

Comprehensive Communication Strategy: Developed a comprehensive communication strategy encompassing various elements such as creative concept development, video production, advertising services, media relations, event management, communication consultancy, and social media engagement.
Pre-Campaign Online Poll: Organized an online poll to gauge public awareness and perception of USAID's contributions and investments in Moldova before the official campaign launch.
Official Launching Event: Hosted a grand event on September 14, 2022, at the Courtyard of the National Museum of History, attended by high-profile dignitaries, NGOs, international organizations, and USAID project partners.
Art Installation: Created an interactive art installation showcasing USAID's key areas of assistance over the past 30 years, engaging visitors with animated and graphic elements depicting various sectors of support.
TV Spot & Media Promo: Produced a compelling TV spot and media promotional materials highlighting the impact of USAID's partnership with Moldova on individuals and communities across different sectors.
Photo Exhibition: Organized a photographic exhibition across various locations, showcasing USAID's achievements in sectors such as agriculture, tourism, democracy, education, and healthcare.
Billboard Campaign: Implemented an impactful billboard campaign using LED screens and print billboards in high-traffic areas to raise awareness of the 30-year partnership between USAID and Moldova.
Series of Intellectual Games: Engaged the public through a series of virtual quiz and quest games, encouraging participation from diverse segments of the population to learn about USAID's contributions.
On-Going PR Campaign on Social Media: Implemented a comprehensive social media campaign spanning multiple phases to increase public awareness and understanding of USAID's contributions and assistance in Moldova.
High-Quality Video Production: Produced over 40 video materials, including testimonials and sectoral results videos, showcasing USAID's impactful initiatives and projects.
Radio Spots: Broadcasted radio spots in both Romanian and Russian languages to reach a wide audience and highlight USAID's achievements and contributions.
Contest on Social Media for Youth: Launched a competition encouraging young Moldovans to share their ideas on future USAID initiatives through social media platforms.
Interviews with USAID Team: Conducted video interviews with USAID officials to discuss past achievements and future plans, engaging with the public through informative content.

RESULTS ACHIVED

Increased Public Awareness: The campaign succeeded in significantly raising public awareness and understanding of USAID's contributions and investments in Moldova over the past 30 years. Through a combination of diverse communication channels and engaging content, the campaign effectively conveyed the depth and breadth of USAID's impact on Moldovan society.
Positive Feedback and Appreciation: Feedback from participants, stakeholders, and the general public was overwhelmingly positive, reflecting heightened appreciation for USAID's partnership with Moldova. Testimonials, social media interactions, and event attendance all indicated a strong sense of gratitude and recognition for the transformative role USAID has played in the country's development.
Enhanced Engagement on Social Media: The campaign's social media presence saw a significant increase in engagement, with posts generating higher-than-average interaction rates. Through a carefully crafted communication plan and sponsored ads, the campaign effectively reached and engaged with diverse audiences, sparking meaningful conversations and dialogue around USAID's initiatives and achievements.
Successful Event Execution: The campaign featured a series of impactful events, including the official launch event, art installations, photo exhibitions, and intellectual games. These events garnered widespread attention and participation, with high-profile dignitaries, NGOs, and the general public actively engaging with the campaign's messaging and activities.
Positive Post-Campaign Survey Results: Following the conclusion of the campaign, a post-campaign survey was conducted to gauge public perception and awareness of USAID's contributions. The results revealed a significant improvement in public recognition and understanding of USAID's role in Moldova's development, indicating the campaign's effectiveness in achieving its objectives.
Long-Term Impact and Legacy: Beyond immediate outcomes, the campaign has laid the foundation for continued dialogue, engagement, and collaboration between USAID and Moldovan stakeholders. By fostering a deeper understanding of USAID's past achievements and future aspirations, the campaign has contributed to building a legacy of sustained partnership and cooperation for the benefit of Moldova's society and economy.

CONCLUSION

The USAID-Moldova 30-Year Friendship Campaign stands as a remarkable success in Proimagine's portfolio, exemplifying the agency's capability to conceptualize and execute comprehensive communication initiatives. Through innovative strategies, impactful events, and engaging content, the campaign effectively celebrated the enduring partnership between USAID and Moldova, fostering greater awareness, appreciation, and dialogue among the public.

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