We were asked to raise awareness about the founding fathers for the upcoming Georgian Independence Day. We needed to somehow capture the attention of people and help them recognize the achievements of these great individuals. We created a new campaign - “Knowledge Leads to Freedom”.
One night - much to everyone’s surprise, across the country's biggest cities we renamed the streets that were named after our national heroes. Now, they were no ordinary street address signs, our signs didn't just simply carry the names of these extraordinary individuals, they were displaying all the achievements that these people had accomplished. This way we turned the signs into educational establishments for the pedestrians. During the campaign we enlisted Georgian influencers as educational guides. Some were spreading knowledge on public transports,
others were taxi drivers for a day. There were pop-up museums on street corners that educated people and motivated them to spread snaps and instagram stories about “tiny cards of knowledge”. We created a “Street Messenger” page on Facebook where stories about our great heroes were posted daily.
We even created a scrollable “Street of Knowledge” page on Instagram. All outdoor activities were broadcast on social media channels and people's engagement dramatically increased not only on the streets, but also online. In total 1300 historical facts were discussed. People not only learned about honorable deeds of our heroes, but started sharing the knowledge themselves. Case video summarizing our campaign had over 17,000 shares and more than 3.5 million views. These numbers made it the most buzz-worthy campaign of the year.
Yes, not all roads lead to Rome, but now some Georgian streets educate people and lead to freedom.
