We believe that changing hearts and minds in Armenia is a 360 multi-media, multi-disciplinary effort designed to reach audiences from different walks of life and ages.
Introducing new concepts, instilling core values and impacting behavior change ideally begins early in life, not only in schools and churches but also through public channels. That is why a robust and ongoing mass media communications campaign must be reinforced wherever and whenever possible.
In addition, resources must be allocated for translations and dubbing so that there is a simultaneous experience of messages among Armenian and non-Armenian speaking groups.
A well-funded paid media communications program will allow us to:
Raise awareness of key issues
Present and explain options and actions
Provide role models and spokespersons to lead by example
Address opportunities and unexpected developments
Specific programs and projects to come, based on a general annual budget of $100,000.