Keywords: Lithuania, media relations, campaign, initiative, discrimination, media campaign, project, chat show
The Innovative Educational Strategies initiative focused primarily on the broadcast of fifty-two topical chat shows, transmitted weekly on prime time television. The shows discussed and revealed the plight of varied sections of Lithuanian society that suffer from discrimination. A survey of audience reactions to the programmes was carried out with calls received from the general public. Each show was preceded and followed by television news’ segments, internet portal articles, and magazine editorials that shed more light on the topics discussed. The project’s success and its ability to create a national dialogue were also reliant upon a wide reaching media awareness campaign. Postcards and posters were produced and distributed containing specific branding that brought the project’s objectives into the public domain. Finally, seminars were organised, discussing diversity, throughout Lithuania with media professionals, students and decision makers in the private and public sectors.
Click 
here for an information sheet on the initiative
