/ case study

CAYSPACE awareness campaign

Office Kazakhstan
ExpertisePublic sector
IndustryPublic Sector
Client UNESCO OfficeKazakhstan Expertise Public sector Industry Public Sector


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.


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


  • 1,8 mln total reach
  • 685K OTS the publications posted by social media communities
  • 20 media publications

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