Mission Lituanica 80:
The First Lithuanian Space Message
Public Affairs
Summary
Despite the skepticism of politicians and media, a small country like Lithuania can become a
space nation. A small educational 1 kg satellite can become an event of national importance.
How is that possible? By involving the nation to such extent that in the end the President and
all members of Parliament unanimously chant the first Lithuanian message from space:
Lithuania Loves Freedom.
Pre – research/situation
After the economic crisis the country encountered numerous social problems, therefore any
decisions on space industry became something of a tabu among the politician due to fear of
the negative public reactions. Moreover, there was an obvious lack of confidence for a small
country like Lithuania to participate in high-tech international space industry. The important
membership agreement between Lithuania and European Space Agency was procrastinated
for 5 years already. In this context, Lithuanian Space Association in cooperation with Kaunas
Technology University set to make and launch the first Lithuanian satellite: educational nanosatellite “LitSat-1”.
Challenge (50 words max)
With more than 50 years after the launch of “Sputnik” and no human drama involved, the
launch of nano-satellite “LitSat-1“ risked to stick being only a matter between a few scientists
or a simple news flash.
Objectives (150 words max)
 Turn the launch of the country’s first satellite into the event of national importance.
 Cause a public buzz that couldn’t be ignored by political decision makers.
 Use it as an encouragement for politicians to take necessary steps to induce space
industry development in Lithuania.
Strategy (150 words max)
Our strategy was to step out of the narrow field of science and to speak a language that
everyone could understand.
Our idea was, with the help of the satellite during the live broadcast, to transmit 3 most
important Lithuanian words right from outer space. What will be the first Lithuanian space
message? Let the nation decide.
Moreover, we attracted national media channels TV3 and news portal www.15min.lt as
partners of the project to ensure constant public visibility during half a year of preparation.
Implementation (200 words max)
We asked famous TV figures and pop stars to participate in our PR and advertising campaign,
and even included our national basketball team.
Online, everyone could write and launch their 3 words into space via interactive game.
Thanks to the commercial partner bank “Swedbank”, satellite team travelled 15 Lithuanian
cities, allowing people to hear their story firsthand.
A special TV show followed the progress of the satellite preparation and snappily compared
space technologies with simple household tools.
To stir the emotion even higher, for the first time in the country’s history the live TV and web
broadcast of the rocket launch from NASA flight facility was arranged. We invited 20
association members to watch the rocket launch live in USA.
Finally, involving over 100.000 people, collecting 0,5 million words, three words were chosen:
Lithuania Loves Freedom.
To transmit three words from space a special date was chosen – Day of Restoration of
Independence, March 11. The communication campaign reached its peak during the solemn
meeting in the Parliament. Honourable members and guests unanimously chanted three
dearest Lithuanian words. At no time this record was transmitted from satellite and was heard
by every Lithuanian, who waited in front of their TV screens.
Documented Results (150 words max)
All this public attention finally opened the doors of the highest authorities of the country. The
president of Lithuania, Dalia Grybauskaitė, agreed to become the patron of the space mission.
Satellite team was invited to the Parliament to discuss the emerging possibilities of Lithuania
in the international space industry. Positive public attitude encouraged important political
steps. In the autumn of 2014 Lithuania signed three international agreements:
 The associate membership agreement with the European Space Agency, which from
now allows the Lithuanian enterprises to participate in tenders organized by the
agency.
 The country's first official contract with NASA for international internship program.
 Lithuania became an equal member of global operational satellite agency
EUMETSAT and can now participate in tenders for the production of meteorological
satellites.
Links
The official web platform and the
column in internet news portal
www.15min.lt
Interactive web platform to launch
three words into space
Official video platform (includes TV
broadcasts, features and ads)
The First Lithuanian Space Message:
project overview in English
TV ad example (includes celebrities)
http://lituanica80.15min.lt
http://tryszodziai.lt/
http://www.tv3play.lt/programos/misija-lituanica-80
http://www.youtube.com/watch?v=HXQM0xmzHUg
http://www.tv3play.lt/programos/misija-lituanica80/324928?autostart=true
TV feature: Transmitting three dearest http://www.tv3play.lt/programos/misija-lituanicaLithuanian words from space
80/369701?autostart=true