The Protest of Professions on Rustaveli Avenue
On November 28th, when leaders of Georgia’s ruling party announced a shift away from the country’s European course, major protests erupted across the nation. Georgia is not only geographically part of Europe - the people also carry European values and culture within them. This political turn did not reflect the will of the public.
Tens of thousands poured into the streets. The 1st week was especially brutal: the ruling party used force to suppress demonstrators, with reports of beatings, torture and violent repression. Special units surrounded activists to prevent their escape and many were detained and held in prison cells.
The protests continued with 2 clear demands:
1. The release of prisoners of conscience
2. New parliamentary elections
After 2 cold winter months of relentless protesting on Rustaveli Avenue, it became clear that people needed a new approach. While many were deeply committed, they also had lives - work, families, personal responsibilities. Standing outside every day had become like a second job - if not a primary one.
So a new idea emerged: What if people came out to protest just once a week? This would help conserve their energy, stamina and mental health - crucial resources for sustaining a long-term movement.
The protests evolved into a well-organized, community-based model, with each day of the week dedicated to a specific professional group.
Schedule
Monday – Musicians, dancers, movie directors, actors, writers, artists
Tuesday – Restaurateurs, service workers, winemakers, couriers
Wednesday – Lawyers, HR professionals, marketers, designers, architects, freelancers
Thursday – Students, lecturers, teachers, scientists, academics, trainers
Friday – IT professionals, developers, engineers, journalists
Saturday – Doctors, nurses, psychologists, social workers
Sunday – Finance specialists, accountants, bankers, insurance and investment officers
Everyone knew exactly when it was their turn to show up. People even set reminders on their phones. Rustaveli stayed full of energy - each day bringing a fresh wave of voices.
This model brought renewed motivation and a sense of fun. People could protest alongside their peers, build networks and for the first time, publicly speak about the issues affecting their own industries - on a big, open stage.
Collab
Strategist / Copywriter: Ika Kvizhinadze
Collaborators: Confidential
Client: The Citizens of Georgia