The Ministry of Culture has announced a public tender. The tender seeks an organizer for a social media campaign. The campaign will take place in 2026.
The goal of the campaign is to support people's understanding of adaptation and integration. These are long-term processes that affect the entire society.
The campaign aims to introduce the cultural diversity of Estonian society. Additionally, it seeks to strengthen positive attitudes towards integration. It also encourages more contacts between people of different backgrounds.
Julia Amor, an advisor at the Ministry of Culture, says that a cohesive society is one of the goals of Estonia's development plan. She emphasized that our shared information space needs strengthening. Contacts between communities of different backgrounds should be more frequent.
The campaign ordered through the tender is designed to highlight these themes. It calls for recognizing the existing diversity within and around oneself.
The campaign consists of various informational and media materials. These will help people better understand adaptation and integration. It also aims to strengthen positive attitudes towards integration.
The content and structure of the campaign will be developed in cooperation with the tender partner. The campaign is aimed at all Estonian residents. This includes Estonians and people of other cultural backgrounds.
This campaign is part of broader efforts to support a cohesive society. It follows the campaigns in 2024 that introduced Estonia's cultural diversity.
Julia Amor said that activities supporting cohesion do not compete with each other. They are parts of the same bigger picture, complementing each other. She highlighted the important roles of both language courses and messages directed at society.
At the end of the theme year campaigns on cultural richness, a survey was conducted. It confirmed the importance of such initiatives. Over 70% of respondents considered such campaigns necessary. They support mutual understanding and acceptance among people.