Every true Caucasian warrior knows that one does not fight an invisible enemy, such as SARS-CoV-2, without a shield. The anti-COVID social campaign that we’ve launched in Georgia encourages everyone to become “a real jigit” and to “protect themselves and their beloved ones”.

An advertisement with Nuki Koshkelishvili, a Georgian celebrity, is the first of the three that we’ve prepared for Georgian national and regional TV viewers. In the ad, Koshkelishvili shows how important it is to use personal protective equipment during the pandemic and how to prevent the spread of the virus.

In particular, the message is addressed to young Georgians who often tend to disregard the safety recommendations. That is why the campaign brings up the ethos of the jigits, Caucasian warriors, who protect their loved ones by observing the rules and by covering faces and noses. This is also the reason why we’ve designed our protective masks with an image of a jigit carrying a mask instead of a khanjali knife in sheath.

The Project is co-financed by the Polish development cooperation programme of the Ministry of Foreign Affairs of the Republic of Poland.