A social campaign in July and August encouraged people to reflect on this question. Campaign materials and calls to action could be seen on the streets of several cities, on TV, on the radio, and across social media. What makes someone an Estonian at heart? What does it even mean, and why do we need to talk about it?
Commissioned by the Ministry of Culture, the ‘Estonian at Heart’ social campaign is part of a broader initiative to support social cohesion. Society achieves cohesion and stability when all individuals – regardless of their native language or cultural background – mutually accept and respect one another, share a sense of belonging, work together, and hold common values. Various initiatives that promote social cohesion are essential pieces of the bigger picture, working together to complement one another. For example, newly arrived immigrants are provided with an adaptation programme and support services, and language learning opportunities and activities supporting language learning are designed for people of different language and cultural backgrounds, helping them find their way to Estonian culture. Joint initiatives also play an important role, bringing different people and communities together and helping to establish contacts between those who otherwise would not meet. In the information space, various media projects and campaigns provide additional support to all of this.
The core message of the ‘Estonian at Heart’ social campaign highlighted an emotional connection with Estonia – a feeling that comes from the heart. The sense of being Estonian does not arise solely from one’s linguistic, cultural, or ethnic background. It stems from a deep emotional connection with the country, its nature, values, culture, people, and identity.
Once Estonia becomes a home you hold dear, you carry it in your heart. Everyone has their own unique thing that creates a sense of home for them. Whether it is nature, choir singing, literature, or perhaps curd snacks, sprats, and Midsummer, blending into a cultural space and understanding it comes through people and communication.
A cohesive society and a shared sense of belonging represent our collective value, common goal, and mutual responsibility. We see the diverse cultural backgrounds of the people around us, yet we realize just how much we have in common – especially when it comes to Estonia. We listen to others’ stories and share our own in return. We do things together, keeping Estonia in our hearts.
The ‘Estonian at Heart’ social campaign is produced by Optimist Creative. The campaign is co-funded by the European Union.