Under the slogan “People Who Lend a Hand,” the Republic of Moldova is launching a six-month nationwide communication campaign aimed at showcasing the true role and impact of non-governmental organizations (NGOs) in people’s lives and communities.
Implemented by the CONTACT Center and financially supported by the Soros Foundation Moldova, the campaign seeks to raise public awareness about the civic sector and to acknowledge its contribution to Moldova’s social and democratic development.
Although more than 10,000 NGOs are officially registered in the country, only a small fraction enjoy public visibility or trust — a perception the campaign aims to change. Through media projects, social initiatives, and community events, the initiative will bring citizens closer to the real work of NGOs that support vulnerable groups, defend human rights, and create solutions where public institutions often fall short.
“The civic sector has played a crucial role in developing multiple fields, yet its image has often been distorted. Through this campaign, we want to show the real faces of involvement — people who, through constant and often unseen effort, make a difference where it’s most needed,” said Serghei Neicovcen, Executive Director of the CONTACT Center.
The campaign will include a social media dialogue, a documentary film, video spots, and a traveling photo exhibition titled “People We Lent a Hand To.” Additionally, citizens can tune in every Thursday at 17:10 to a dedicated radio program broadcast on Radio Moldova.
It will conclude with “Open Doors Days in NGOs,” a nationwide event that invites the public to visit organizations across Moldova and meet the people behind them.
“Those working in civil society organizations know their communities best and intervene where help, dialogue, and solutions are needed most. Through this campaign, we want to recognize their work and highlight how NGOs turn solidarity into action,” said Daniela Vidaicu, Executive Director of the Soros Foundation Moldova.
Since the 1990s, Moldova’s civic sector has evolved into a key driver of reform — promoting gender equality, improving social services, supporting refugees, and advancing local development. However, surveys show that only about one in four citizens currently trust NGOs.
The “People Who Lend a Hand” campaign aims to change that — by putting people, not institutions, at the center of the story.