People get familiar with new leaders, who are experts in their fields and can lead transformations, understand the social graph of organizations and stakeholders, what they are working on, understand “who is who” and know where to address their current questions. | | | What feeling do we want our audience to get after they listen to KRAINA? | Easygoing, proud of themselves and their community, curious, inspired. Innovators are inspired to create new projects | | | How our listener will tell her friend in one phrase, what it is about | “An entertaining and smart podcast, where I discovered things that I never thought about. Also, I learned about great Belarusians which I am now proud of” | | | One phrase how we want our listener to explain his friend why does he need to listen to it | “They research complicated but interesting and relevant topics, get down to the level of problems you experience yourself, and pack it into easy to listen high quality form with all complicated terms explained” | | | Environment in which our audience will listen to the podcast | Driving, walking, running, commuting, working out, doing house work | | | Values we communicate to our audience | — Belarus — Human rights. Everyone is equal — Democracy isn’t ideal, but there is no better model — Humanism. We believe in the best in people — Community, support each other — Openmindness. Always look for the best ideas all over the world | | | Archetype of KRAINA (what will it be like if it is a human) | Man, 40, curious, easy-going, open-minded, smart, friendly, and sometimes straightforward | | | Our tone of voice | Cheerful, intelligent, a bit ironic | | | What we do | — Ask questions and get information from the books and experts we trust — Explain the essentials of complicated things in simple words — Admire Belarusian culture — Digg into the most interesting stuff in our culture — Invite the best experts from Belarus and abroad — Show different perspectives, including experience of othre countries — Build bridges, bring new ideas to our society — “Export” Belarusian culture — Build community and bring up ideas that unite people — Look for the voices from different segments of the population, connect them with the target audience and experts community — Always look for things Belarusians have in common instead of things that draw a line between us | | | What we never do | — Complain — Regret — Use hate speech — Use obscene language — Blame anyone — Blame Belarusians for 2020 — Use academic language — Teach people what is right
— Provide services for promoting people or ideas. | | | Key messages we communicate constantly (first year, will be changed) | — Belarus is a part of Europe and the World — It's great to be Belarusian — Belarusians are Belarusians wherever they are — Smart is sexy — Learn new things every day — World is full of interesting things which are usually simple but described in complicated words — Community is power — Everyone has the power to change — Supporting each other is important — There is a high chance that your problem was already solved, so look for the solution first — Dare to start new projects, ask people for advice, help | | | Content sections / types | — Identity. Who we are — Best practices. Where can we find the models we can apply — Transformation. How other countries went through the transformations — Social studies. What is going on with Belarusians in Belarus and abroad | |