“Ser Artsakh” Initiative
DATES
October – November, 2024
Clients
Anna Astvatsaturian Foundation
Service
Full PR Support and Event Management
Category
Social Impact Initiative
Overview
SPRING PR has played its integral role in bringing life to the summarizing event of the “Ser Artsakh” initiative aimed at honoring and supporting the heroic and resilient people of Artsakh by gifting every newborn in the region a special first gift box.
Launched on June 1, 2022, by Anna Astvatsaturian Turcotte and the Anna Astvatsaturian Foundation, the initiative highlighted the importance of family, local production, and diaspora solidarity. By November 14, 2022, the program had distributed 3,000 gift boxes to newborns in Artsakh, a symbolic gesture of care and hope for the future.
On November 2024, SPRING PR managed the final summarizing event in Yerevan, marking the culmination of the initiative and introducing sewing training courses for displaced individuals. These courses offer practical skills for employment or entrepreneurship.
The event brought together beneficiaries, families, and supporters, including prominent figures such as Artak Beglaryan, former State Minister of Artsakh. It featured a heartfelt prayer by Ter Hovhannes Priest Hovhannisyan and a video presentation showcasing the initiative’s impact, even during the blockade when 944 gift boxes were delivered under challenging circumstances.
Inspired by Finland’s baby box concept where all newborns receive a box filled with essentials for their first months, including items for mothers, Anna Astvatsaturian envisioned similar gift boxes that could improve the quality of life for children in Artsakh while supporting local production. Yet, prior to the 44-Day War, the project had been put on hold as Anna focused on other initiatives in Artsakh and Armenia. After 2020, it became clear that this vision needed to become a reality.
The initiative faced significant challenges during implementation, particularly during the Artsakh blockade in 2023, when delivering essential supplies became increasingly difficult. Despite these obstacles, the team ensured that 944 gift boxes reached hospitals, providing critical support to mothers and newborns.
The summarizing event also featured the launch book “Little and His House” by Anna Astvatsaturian Turcotte. Proceeds from its sale were donated to the Anna Astvatsaturian Foundation to sustain the program’s growth.
Following the 2023 displacement of Artsakh’s population, the initiative expanded to include sewing training courses, offering displaced families in Armenia practical skills and opportunities. This evolution ensures that the legacy of “Ser Artsakh” continues to bring hope and support to our compatriots.
Strategy
SPRING PR adopted a comprehensive and meticulous approach to ensure the success of the “Ser Artsakh” summarizing event, aligning every detail with the project’s mission and values.
The team developed a compelling event concept that resonated with the initiative’s beneficiaries and stakeholders, ensuring a seamless implementation of all components. This included managing collaborations with vendors, technical teams, and designers to create a visually impactful and professional setup. High-quality printed materials and designs were prepared to reflect the program’s ethos and enhance the event’s atmosphere.
To maximize attendance and engagement, SPRING PR managed the invitation process by targeting key stakeholders, beneficiaries, and partners. Personalized follow-ups were conducted to confirm attendance and facilitate smooth coordination on the event day.
On the day of the event, SPRING PR oversaw all operations with precision, ensuring that transitions between segments were seamless and all technical aspects functioned smoothly. Professional photo and video coverage were coordinated to document the highlights, preserving the event’s memorable moments.
As part of the communications, media relations was executed to amplify the initiative’s impact, including crafting and distributing a press release and video report to local and diaspora media outlets. By ensuring wide coverage, SPRING PR succeeded in generating awareness and reinforcing the significance of “Ser Artsakh” on a broader scale.
A key highlight of the event was the creative video displayed during the program. SPRING PR developed the concept and oversaw its production, ensuring the video effectively captured and communicated the initiative’s essence.
Through thoughtful planning, precise execution, and impactful storytelling, SPRING PR ensured that the summarizing event not only celebrated the accomplishments of “Ser Artsakh” but also strengthened its legacy and outreach, creating a lasting impression on all who participated.
