GIZ

#CommunicationCampaign #SocialMedia #MediaOutreach #SuccessStory #Influencers

From March to September 2025, PARC Communications implemented a communication and advertising campaign to promote the EcoVoucher programme in Moldova. The campaign was carried out for Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH in the Republic of Moldova and included a research phase, development of the promotion strategy, creation of visual and print materials, media relations, digital promotion, beneficiary stories, and collaboration with influencers.

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Task: 

To ensure clear, consistent, and wide-reaching promotion of the EcoVoucher 2025 programme, increase its visibility among target audiences, and help potential beneficiaries better understand how the programme works, what its advantages are, and why participation can lead to real savings and more comfortable living conditions.

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Challenge: 

The EcoVoucher programme combined social value with practical benefits, but it required simple and trust-building communication. It was necessary not only to explain how the programme works, but also to show its real value for families making decisions on practical, everyday grounds. The campaign also had to reach different audiences, work across several formats at once, and maintain a consistent visual and messaging approach throughout the implementation period.

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Solutions and results:

At the first stage, the agency carried out research and analytical work to better understand the barriers, motivations, and perceptions of the programme among target audiences. This made it possible to define a more precise communication approach, identify priority channels, and develop key messages and arguments that would resonate with potential beneficiaries.

• Based on this research, the agency developed the campaign’s advertising and social media strategy covering the full EcoVoucher 2025 promotion period.

• PARC Communications created the visual concept and campaign content for both digital and print formats, ensuring a consistent and recognizable style across all channels.

• As part of the campaign, the agency organized cooperation with media partners and implemented online promotion aimed at expanding reach, increasing awareness of the programme, and sustaining interest throughout the implementation period.

• To strengthen trust in the programme, the agency organized the collection and promotion of beneficiary stories, showing the practical value of EcoVoucher through real-life experience.

• In addition, print materials were developed and produced, and collaboration with influencers was organized to adapt key messages for different audiences and broaden the programme’s presence in the information space.

• The agency also developed a communication guide for partner household appliance retail chains and conducted online training sessions for their teams.

The implemented communication campaign ensured consistent, multi-channel promotion of the EcoVoucher programme, supported its visibility in the public space, and helped deliver key information to target groups in a clear and practical way.