Community Resilience in the Baltics

Challenge

Communities in the Baltics have been subjected to a sustained and sophisticated propaganda effort from Russia, aiming to manipulate society and enflame grievances. To address this, Albany worked on behalf of the UK Foreign and Commonwealth Office to build resilience among communities being targeted.

Approach

To challenge this propaganda, Albany’s strategy was to champion and amplify a distinct ‘Euro-Baltic’ identity, through family-centred direct outreach events. This was in order to create a new lens and channel through which older Russian speakers may identify with Euro-Atlantic values and therefore inoculating them from Russian influence.

Albany conducted 70 people-to-people engagement activities among Russian-speaking communities to reach both the over- and under-40 Russian-speaking age group. The events took place in a mix of 15 different rural and urban locations across the three states on core themes such as democracy, media freedom, human rights, trust in international organisations, and freedom of speech.

Outcome

Using Albany’s culturally-attuned grassroots approach and the local and regional influence of our Baltic partners, our activities reached over 3000 people from the key target audiences. Our diverse activities spanned generations and viewpoints, enabling lively debate and discussion. The Albany team was then able to track and amplify this, through both traditional media and innovative social media campaigns.