Communications strategy has been developed based on the use of classical communication mechanisms, with the concept suggesting first to attract public attention and then taking steps to provide the public with in-depth information on this issue. The Action Plan presented in the strategy involves preparing video content, creating content for social networks, as well as working with media representatives in a variety of formats. The main idea is to present success stories in video and photo format. The basic principle has been to avoid “using” the faces of children and to emphasize the very essence and depth of the issue without making people feel pity. Expert interviews on the current situation of fostering institutions in Armenia, about the specific project were also prepared to provide professional insights and official information on the issue.
