How to save greetings on November 4? It seems that one of the most difficult and least favorite tasks of SMM in the public sector is holiday greetings. Especially if you want not only to close the content plan with a routine postcard, but to come up with something with soul and creativity. Happy New Year, everything is clear: Christmas tree, tangerines. On March 8 - tulips. These holidays have a ready-made visual code that can be reinterpreted from year to year. But with National Unity Day it's more complicated. The monument to Minin and Pozharsky, the tricolor and handshakes against the background of the historical landscape are familiar symbols, but do not create an emotional connection with the holiday. An interesting poll came out: 48% of Russians would like November 4 to have its own understandable tradition. And among the possible options, panelists liked the idea of pies. Recently, a friends kid of mine in kindergarten had a marathon for November 4th. Among the tasks was the preparation of a national dish: Russian dumplings, apochamak tartar, salted saffron milk caps of Kumi-Permiak and even blood pancakes of Nantes. The latter, by the way, were given to my friends on the mission without irony, food is one of the most obvious ways to talk about cultural diversity. Not through abstract slogans, but through everyday life. From a communication point of view, it is also an excellent engagement mechanism: low entry threshold, local stories and user-generated content where everyone can talk about their family and culture. There is already a specific initiative - "Pie for the Fourth", which was invented in the new media workshop. Now the main thing is to repeat it year after year. Tradition does not appear in order: it takes shape when people themselves begin to reproduce the ceremony and associate it with a certain date. In strategic communication, it is the transition from a one-time action to a sustainable practice. In the end, the tree also did not immediately become the main symbol of the New Year.