Extended hand
EXTENDED HAND is a campaign an expression of gratitude to the citizens who put public duty ahead of their personal interest and devoting their time, labor and resources to overcome the Covid crisis. The award is personal giving publicity to the good example of individual efforts, which are important to the community, motivate followers or support the municipalities.
The specific cases cover a wide range of activities and shape the public image of the ability of municipalities to consolidate the positive efforts of citizens and to provoke public’s sensitivity. The municipalities’ nominations were more than 45 and a commission, approved by NAMRB Managing Board, determined the six winners. Each winner has a personal story, deeply touching and inspiring, very personal and at the same time an epitome of empathy. The goodwill gestures of all winners were made without expecting anything in return.
The meaning and high public value of the actions provoked significant media interest. The personal presentation of the awards by emblematic state officials, further enhanced the moral and emotional value of the award. The immense public potential of the campaign attracted a general sponsor who provided considerable material rewards. Through the EXTENDED HAND campaign, municipalities were the first to pay tribute to the individuals’ contribution to tackle the crisis and to oppose the tendency of promoting positive news as anonymous acts.
Today public environment favors the creation of celebrities out of people with dubious achievements and aims. NAMRB campaign offered a chance to talk about people who leave a mark with their daily actions.
The campaign bares educational potential. We need more real and meaningful actions, done by people with high morals, active position and no interest to show-off. Trust between institutions and citizens may give rise to more civic empathy, not dependent on age, values or social status.
Expressing gratitude, appreciating gestures of attention or empathy is becoming increasingly rare. NAMRB recalled that when in difficulty, everyone’s participation matters. The campaign symbolized personal moral support, which no national institution has shown.