We live in a society where trends and preferences are going through constant change, especially in the digital sphere. And while Roots stays true to its core values and guiding principles, it is vital to keep up with evolving tendencies in the online world to ensure sustained and relevant engagement with its beneficiaries.

Creation of Roots Media Support Group in 2020 and contracting Lika Zakaryan as Roots Media Consultant effective from January 2021 were the first major steps in this direction.

As part of this process, on January 28th, 2021 we organised an online meeting involving selected Roots Peace Work Institute Alumni that have extensive experience in Social Media.

Together with Adi Davies (YMCA Kosovo), Irina Berdzenishvili (YMCA Georgia), Natasha Martynenko (YMCA Russia) and Nika Chixradze (YMCA Georgia), we conducted the analysis and brainstormed over current Roots social media outlets and suggestions on how to further develop and diversify them to achieve larger and more targeted outreach.

Later on, under the auspices of the Roots Media Support Group the “rootsmade” charity e-commerce start-up was launched for people directly affected by ongoing wars in the Middle East and the Caucasus.

In the framework of this initiative Ani Arakelyan an expert advisor and the Roots Peace Work Insatiate alumni  was selected to carry out the task of designing and setting-up a specific e-commerce website and related social media platforms. The assignment started effective July the 1st, 2021, and was completed by December the 31st, 2021.

Obtained feedback had a very positive impact on how we communicate with you, especially as we plan to make such sharing sessions a regular practice. Together we know and do more, so please be with us on this journey!