challenge:

In December 2020, UNESCO launched a platform for free online education for young people called CAYSPACE. It was the organization’s response to the COVID-19 crisis to support and provide the best knowledge possible for younger generations. Action Central Asia & CIS was tasked to drive awareness on the availability of the program among the consumers.

approach:

Action Central Asia & CIS compiled a strategy mainly focused on cooperation with traditional and social media. The following activities were made for CAYSPACE promotion:

• Organization of a press conference to present the platform to the public and media and drive access and awareness
• Writing and distribution of a press release among Kazakhstani and Central Asian media
• Cooperation with social media communities in order to generate publications about CAYSPACE launch: @almaty_city, @astana_city, @sxodim, @villagekazakshstan
• Coverage report