Campaign Thank you for Latvia - free from GMO's 13. - 31. May, 2012.

Campaign Thank you for Latvia - free from

GMO's13. - 31. May, 2012

THE IDEA

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Thank you for Latvia – free from GMO’s!

THE IDEA101 of 110 Latvian local municipalities has imposed a ban on the cultivation of GMO’s.

If we do not want grow GMO’s, we do not want to eat GMO’s!

TARGETSupermarkets in Latvia – free from GMO’s.

TIMINGAktivities of campaign - from 13. – 31. MayWork with suppermarkets on GMO free policy – till now and still going on.

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

action

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

CYBER ACTION

Request all supermarkets in Latvia to not sell GM food, by sending email from campaign web.

14 supermarket chains has received more then 1200 emails during few days.

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

FLASH MOB

There were two flash mob actions in two different supermarket food departments.

Together with choir, that sings Latvian folk song, approx. 40 activists were jumping and dancing next to ordinary consumers.

http://www.youtube.com/watchv=DSdhXhgA3_M&feature=relmfu

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Pictures from flash mob in media

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

VIDEO WITH PATRONS OF CAMPAIGN

There were five short videos made, where 15 celebrity’s of Latvia shared their doubts about GMO’s as a consumer to consumer, and saying thanks for Latvia free from GMO’s. The interviews were mixed with facts about risks of GMO’s.

Due to technical crises, videos were published only in the end off all actions, so the publicity didn’t reached the intended point. But there are agreement with TV about translation videos in other suitable time.

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Videos were published in internet media, circulated in TV’s and afterwards also made available on youtube

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

FREEING (in latvian brīviņš – from word freedom)

Latvian cousin of world-known planking and owling – brave jump be done in collective or in solitude, expressing the happiness of being in Latvia – GMO free country.

Together with partners – internet media TVNET and Radio Star FM the photo contest about freeing was held.

http://www.tvnet.lv/izklaide/foto_konkurss/37-lidojumu_konkursa_uzvar

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Some of freeingers in a contest page

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

People were “loosing head” over the freeinging…

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

There were even animals – happy jumpers

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

And of course - all 15 patrons of campaign are freeing!

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

“Going out” during week

“Are GMO’s everywhere?” Game in a street festival

publicity

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

BY PARTNERS

There were four main partners from each media – internet, radio, TV and social media.

And also the like – minded organizations and entrepreneurs supporting prizes for winners of contests.

All partners were not only reflecting activities, but also supporting the idea of campaign in public.

www.tvnet.lv - second biggest internet media in Latvia. More than 500 000 unique visitors per month.

www.starfm.lv - one of most popular radio stations in Latvia. The “golden auditory” – 33 years old woman, economically active, love shopping in supermarkets.

www.draugiem.lv - the “latvian facebook”. More than 2 000 000 registered users.

www.tv24.lv - TV channel that is widespread on TV’s in public places like shopping malls, press kiosks and cafes.

results

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Cheat sheet for GMO free shopping. The shops, risky product groups and other details. Published in www.brivsnogmo.lv

Conclusions

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

It was great campaign with huge results, still there are some lessons to learn:

•The cyber action is still the “fresh and suspicious” to latvian society. However, this has been first that kind of cyber action in Latvia, and there were at least three brake downs in email systems in administrations of supermarkets due to cyber action.

•You should always have at least three technical editors for each video you make.

•What ever the target is, the truly “Thank you!” is the best way to reach it.

So, THANK YOU FOR LATVIA – FREE from GMO’S!

© Campaign Thank you for Latvia - free from GMO's, 13. - 31. May, 2012

Thanks for your attention!