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UNESCO / Japanese Funds-in-Trust
OBJECTIVES
- Increase awareness of the “Support for World Heritage Sites in Central Asia along the Silk Road” program among the general public and professional community.
- Secure high-quality media coverage of the project in national and international outlets.
- Ensure the presence of key experts and government representatives in public discussions.
- Create engaging content that highlights the cultural and historical significance of the initiative.
Daniya Abdrakhmanova
Deputy PR Director
“Working with UNESCO is always about strategic communication and multi-layered engagement. It was crucial not only to get media coverage but also to convey the project’s value to key stakeholders. We focused on a mix of traditional PR and digital communication to maximize reach and audience engagement.”
RESULTS
- Over 30 publications in leading national and international media, including specialized culture and heritage outlets.
- Organized and moderated an official press conference featuring UNESCO representatives and government officials.
- Produced a series of videos and photo content for social media, accumulating over 100,000 views.
- Secured the project’s participation in major regional cultural events, integrating it into the national agenda.
- Increased public interest in UNESCO initiatives in Kazakhstan and Central Asia, strengthening partnerships and stakeholder engagement.