Economic Policy Awareness Campaign
2026 Armenian National Elections
A 6-month, multi-channel communications campaign designed to translate the Wings of Unity platform’s economic policy agenda into an accessible public conversation — combining digital, media, expert positioning and direct stakeholder engagement.
Overview
—A 6-month, multi-channel communications campaign designed to translate the Wings of Unity platform’s economic policy agenda into an accessible public conversation — combining digital, media, expert positioning and direct stakeholder engagement.
Role & Team
—Campaign created and led by Nune Hovsepyan, overseeing the campaign’s strategic communications, positioning, messaging, media engagement and overall execution.
The campaign was delivered with the involvement of Arev Avagyan, Social Media Lead, and Anahit Pilosyan, PR Manager.
Campaign Challenge
—Ahead of Armenia’s 2026 parliamentary elections, the Wings of Unity platform needed to communicate a new economic policy agenda to audiences with very different levels of economic knowledge and interest.
The challenge was to make complex economic policy accessible without oversimplifying the substance, while building credibility among both the general public and professional stakeholders.
Strategic Approach
—We built a multi-layered communications ecosystem moving audiences from awareness to understanding, credibility and direct engagement.
Create Awareness & Build Anticipation
Short-form teasers generated anticipation before the formal launch.
Launch the Economic Policy Agenda
The economic agenda was formally introduced through a flagship press conference and structured into seven clear communication areas.
Make Complex Policy Accessible
The economic agenda was translated into accessible short-form and animated content, including SME policy.
Build Credibility & Sustain the Conversation
Individual experts were positioned as credible voices across specific economic policy areas, while sustained media engagement kept the agenda visible throughout the six-month campaign.
Turn Communication into Engagement
The digital and media strategy was extended into direct, face-to-face communication. 30+ public speeches · 250+ targeted stakeholder meetings. This created opportunities for direct dialogue with communities, professionals and key stakeholder groups.
Impact
—The campaign helped establish the economic agenda as a credible alternative to populist promises — communicating clear, substantive and realistic policy solutions rather than commitments that could not be realistically delivered.