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Esri

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Public Relations

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Defense & Aerospace, Government Contractors, Technology

In the days leading up to Russia’s full-scale invasion of Ukraine, the Kremlin’s rhetoric unveiled a looming threat and an aggressor bent on violating the sovereignty and territorial integrity of its neighboring state. The Department of State announced the creation of the Conflict Observatory – an independent project carried out through CSO cooperative agreement grantee Esri – to identify, track, and document possible atrocities in Ukraine committed by Russia’s and Russia-aligned forces using public information and data. This Program was also designed to scale to other conflict areas, including Sudan.

Bluetext's Public Relations Strategy

Bluetext was engaged by Esri to develop and execute a communications, branding and messaging campaign shortly after the inception of the Project. While Bluetext started delivering results soon after the project started, the first few weeks were focused on building the core brand, logo, messaging, social media and communications assets required to be successful.

Engagement Results

In the final 4 months of the project, after delivery of these assets, Bluetext delivered explosive growth in media coverage, social media impact and overall Conflict Observatory brand awareness, including:

100 +

Media Hits

80 +

Tier 1 Media Hits

650 M

Monthly Brand Impressions

800 %

Social Media Follower Count Growth