Executive Summary

The Amio Jitte Chai (AJC) campaign, organized by Democracy International and funded by USAID, aimed to promote responsible activism in Bangladesh during a time of increased civic engagement, particularly amidst the Quota Movement. The campaign provided a platform for citizens to express their concerns and engage in activism without disrupting daily life, using its website, www.amiojittechai.com, to connect citizens directly with political leaders and policymakers. The campaign’s primary objective was to guide youth and the broader public toward thoughtful, constructive civic participation that respects societal norms and laws.

Campaign Strategy & Execution

Phase 1: Community Engagement

The campaign’s execution was divided into two phases. Phase 1 focused on engaging citizens across Bangladesh through 18 events, including theatre performances addressing key issues such as traffic congestion, women’s road safety, footpath encroachment, and rising inflation. These events also allowed participants to voice their concerns and foster dialogue on important social issues.

Phase 2: Media Outreach & Amplification

Phase 2 expanded the campaign’s reach through targeted media outreach. Byckpage PR directed extensive media coverage across print, online, and TV platforms, amplifying the campaign’s message. Special reports included weekly features on citizen demands submitted via the campaign’s website, in-depth coverage of garment worker issues, campus activations, influencer engagement, and community-driven initiatives.

Results & Impact

Media Coverage Metrics:

• 418 Total Media Coverage
• 129 Newspapers
• 289 Web Portals
• 67 TV Coverage

Financial Impact:

• PR value of BDT 170 Million