The US Embassy in the Republic of Moldova decided to conduct a large-scale communication campaign, which should bring together and show the wide range of US assistance to the Moldovan people. In the most important areas in the past, present and future.
Communication should be as direct as possible and clearly identify US affiliations and respond to the basic message “From the American people to the Moldovan people”. All tools and messages should be designed for a simple resident of Moldova and be based on personalized results and motivation of target audiences.
The USA has been providing comprehensive support to the Republic of Moldova since its independence, however, for the mass audience, this assistance has not been correctly identified. The population of Moldova has formed a stereotype of political support for the Government of Moldova, aimed at consolidating US influence in the post-Soviet space.
The results of US assistance projects have high potential for communication with the general public of Moldova. Each project, during all 27 years of help, opened the “Success Stories” of specific people who continue to develop their business, social activities or use the created infrastructure. These “Success Stories” of large and small US Assistance projects – cover almost all spheres of life in Moldova.
Therefore, the “Beneficiary Success Stories”, specially prepared for the campaign and covering the most successful cases implemented with US assistance for all years of partnership with Moldova, became a key product for promotion. Each story was realized on the example of a specific person who develops further, thanks to the help of the USA or the infrastructure created with the help of the USA.
The communication campaign relied on simple and effective tools tools to solve the indicated tasks and integrate with messages into the existing communication channels of the US Embassy in the Republic of Moldova.
A logo was developed for the campaign – a handshake in the style of two flags, combined into a graphic image of a heart. This logo with the slogan “Successful Together” has become a new symbol of Moldovan-American cooperation.
Success stories implemented and promoted in Romanian and Russian in several formats:
- 25 cards for a specially designed website with a map – www.sua.md and for social networks
- 10 articles that have been posted in online media
- 5 videos with success stories that aired on national and regional TV
- 30 mock-ups of billboards with the heroes of “Success Stories” located throughout Moldova