Translation of thirty second television commercial from outreach campaign in the Georgian Republic: “He learns for education. She fights for survival. He works for success. She gets ready for victory – and they need our energy. Taking steps to a brighter future. Georgia’s United Energy Distribution Company.”
Promoting International Development Projects
International development agencies seek global security through local economic progress and stabilization. Often they finance programs and issue RFPs (requests for proposals). This includes USAid (United States Agency for International Development) and other international organizations such as EXIM (Export-Import Bank of the United States), OPIC (Overseas Private Investment Corporation), USTDA (United States Trade and Development Agency), EBRD (European Bank for Reconstruction and Development) and IFC (International Finance Corporation).
A component often required is a public outreach campaign to explain the value of a project to the local populace. Muir was hired by PA Consulting to integrate just such a campaign into their project financed by USAid in the Republic of Georgia. In order to improve the reliability of the United Energy Distribution Company’s service, it was necessary for PA to “Americanize” and privatize service and accounting practices.
This took time and Muir’s media outreach campaign was designed in part to encourage patience in the rural regions. The successful campaign created by Muir was “Taking Steps to a Brighter Future”. Read The Case History.
MMS created television, billboard, print, radio and collateral materials, then placed them in the national media. The campaign drew an emotional response (especially the television commercial) and customers of UEDC were patient. The company was eventually purchased and upgraded by a large European utility. Certainly “steps to a brighter future” for Georgia.
Spokesmodel for campaign selected for his silver haired, authoritative look.
Directing photoshoot for outreach campaign on historic street in Tbilisi, Georgia. Model/spokesman (left) is looking toward photographer perched on balcony above.
Screenshot with spokesmodel from commercial “Taking Steps to a Brighter Future”.
“Taking Steps to a Brighter Future” billboard that appeared on major Georgian roads and highways.
Patriotic calendar mailed free to over 600,000 Georgians. Included important emergency information for police and fire departments as well as the UEDC service number.
“Taking Steps to a Brighter Future” brochure printed in Georgian, Russian and Azerbaijani languages to inform various organizations about the upcoming changes at UEDC.