PR Campaign: Agon Shu Buddhist Association

Description of the project

The project included two parts:

• The Goma Ceremony in Israel in 2008
•  The Goma “Saint Fire Ceremony in Poland

a)            The Goma Ceremony, religion ceremony in Israel in 2008 – organizing the Goma Ceremony, religion ceremony in Israel in 2008. Project  took over 12 months of work between Poland, Japan and Israel.

The challenge it represented.

Agon Shu Buddhist, the religion association

• setting a precedent – bring Buddhism to Israel. Organising for the first time in the history of Jerusalem a religious Buddhist Goma Ceremony in the Holy City
  of Christians, Jews and Muslims;
• establishing a positive image of Agon Shu in Israel;
• winning support for the undertaking of Israeli and Jerusalem authorities;
• winning the favour and interest of the media.

The Solution:

• setting several face-to-face meetings with representatives of Jerusalem,
  the Ministry of Foreign Affairs and religious authorities;
• winning support of the representatives of the Israeli government, Office of
  the Israeli President and the Jerusalem City Council;
• media relations: preparing a series of sponsored articles about the event published in three biggest national dailies and one English-language daily newspapers. 

The Results

• successful, unprecedented Buddhist religious ceremony in Israel on 10 September 2008;
• Israeli citizens were represented by a member of the government, city authorities and the inhabitants of Jerusalem. Speeches were delivered by: The Minister
  of Tourism – Ruhama Abraham, Deputy Mayor of Jerusalem – Yigal Amedi and Rabbi David Lau

b)           The Goma “Saint Fire Ceremony in Poland – Glaubicz Garwolinska Consultants managed the crisis communication for the Agon Shu Buddhist organisation which intended to organise The Goma „Saint Fire” Ceremony in Poland. The ceremony took place in Nazi concentration camp localized  in Auschwitz as a important place
to worldwide peace.

The challenge it represented:

Managing the crisis communication for the Agon Shu Buddhist organisation which intended to organise The Goma „Saint Fire” Ceremony in Auschwitz, Poland.

The Solution:

• engaging authorities of catholic church and gaining their favour;
• communication with Ministry of Foreign Affairs. Presenting facts and documents proving  credibility of the Japanese organization;
• open communication with media;
• cooperation with local authorities and President of Oswiecim regarding
  the communication strategy.

The Results:

• opinion leaders changed their approach from negative to neutral
• the Ceremony, despite the crisis and possibility of its cancelation, took place
• the Ceremony took place without any incidents and with support
  of representatives of different  churches
• positive  or neutral media coverage

The Worldcom PR Group agencies advising this account are: Glaubicz Garwolińska Consultants www.glaubicz.pl