On 14th November we held two PR events at Tartu Art School regarding CODE project. We started the day with press conference and later that day we held a briefing.
For the press conference, we invited local and national media partners and interest groups such as youth organisations and organisations that deal with unemployment in Estonia. The director of Tartu Art School, Kadi Kreis and communication specialist, Ragne Toompere introduced the CODE project itself – the nature and aim of this project, partners from other countries, how TAS supports and is included in the project. Other emphasis was on the curriculum that is developed as a fruit of CODE project. We introduced the curriculum – subjects, evaluation system, target group, terms and outcome. As there were a lot of youth workers in the audience, the target group conflict was discussed thoroughly. On one hand TAS gave out information that organsations can spread, but on the other hands received valuable information as well on how to communicate this project out to people that are in the target group or know someone from that target group. For example going to a conference held especially for organisations that deal with youth, career-planning and unemployment. Also we were given tips about other interest groups that can find this information essential.
Later we held briefing for target group itself – potential students, but also mentors, teachers, parents, youth workers etc were welcome. As we have been campaigning for few weeks now, we thought that briefing is necessary for the target group but for us as well. It is important to us to gather information, whether people have understood our agenda, what the curriculum is about and who’s it for. We introduced the CODE project similarly to press conference, but focused more on the curriculum and information flow of it. We learned that a lot participants obtained the information through a friend or acquitance, who also heard it from social media or read about it on leaflets. Which brings us back to the conflict of target group as it is hard to reach them directly. One way is to do it through school – we can go to youth centres and schools directly and talk, but that requires time and resources. On the other hand, we can try to send the message out as much as possible, so that friends, family, teachers, youth workers etc can bring the information to the target group as messengers.
In conclusion, these two events were very significant and necessary. We got to spread the message of this project and opportunities for NEET-youth, but we gained essential information on how to communicate this project out to interest groups and target groups.