2020 | Tartu linnGraphicPrinted Media
The city of Tartu was a trend setter of emergency communication in 2020
In the beginning of the CoViD-19 crisis in Estonia, Tartu was able to deliver the information and behavioural instructions concerning the primary crisis to the citizens of the city a week faster than the state.
In the first half of March, the race started with time – those who were able to better adapt to the new situation and formulate the messages of crisis communication more clearly won. It became clear that soft messages no longer spoke to the citizens of the city. There was a need for stronger messages in both the media and urban space.
The second phase used less shocking messages urging people to care for each other’s lives and stay at home to prevent the coronavirus from spreading
Society was tired of the crisis and constant admonition and wanted to return to normal life. However, those who adapt more quickly to the new norm will emerge faster from the crisis.
Therefore, a value-based turn had to be made in the exit strategy.
As it turned out, a more honest approach was something that was needed and were received with great respect.