Latvia promotes itself as 'Ahead of the curve' on COVID-19 response

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A new international marketing effort is trying to tell the rest of the world about Latvia's comparative success in tackling the spread of COVID-19 and some of the initiatives that have formed part of the response.

Under the slogan "Ahead of the curve" the campaign claims that "Latvia has been exceptionally agile in developing solutions to challenges presented by the COVID-19 virus. At a governmental level, it has made remote governing and education possible, as well as has instituted the first nationally-endorsed contact tracing app."

Backed by the Latvian Investment and Development Agency (LIAA) the campaign features the innovations that have arisen as a result of the COVID-19 virus. The goal is to reach an international audience and get other countries adopting some of the same solutions.

The campaign will consist of 8 videos, launching one video per week. The first one can be viewed above and features the ApturiCovid tracing app (which currently has around 70,000 users), the Tava Klase educational TV channel, and the e-Saeima parliamentary platform.

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