Ministry of Welfare

Discrimination in Latvia continues to exist in many areas — including education, employment, healthcare and everyday situations — where people are most often discriminated against on the basis of age, disability or gender. To promote public understanding and reduce discriminatory attitudes, the Ministry of Welfare commissioned, through an open competition, the development of a strategy for public awareness and information-raising activities. It was created in collaboration with our partners — researchers from the University of Latvia and PricewaterhouseCoopers — by analysing public knowledge of and attitudes towards equality.

The aim of the strategy we developed is, through integrated communication activities, to foster empathy and respect for everyone in Latvia, to encourage a critical attitude towards discrimination in the public sphere and the labour market, and to strengthen each individual’s personal responsibility and understanding of both their rights and their ability to help build a more inclusive society.

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LEAD | FUTURE

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In cooperation with the LEAD team, we particularly appreciated their professional and responsible attitude, as well as their clear direction towards achieving a quality result. Particularly noteworthy is the research approach and communication solutions — professional, reasoned and with an understanding of societal processes. The LEAD team proactively expanded the strategy by preparing additional detail and involving parties of influence, which was not required, but significantly strengthened the result. The cooperation was smooth, responsive and constructive, with a marked personal interest in the topic. LEAD has established itself as a reliable and competent partner in bringing issues of importance to society up to date.

Elina Klavina

Senior expert of the project “Evaluations for the development of evidence-based social policy”, Department of Social Policy Planning and Development