There weren’t as many blondes on May 29, 2010 in Riga as expected by organizers, “tens of thousands”, but the event was conceived to change the public mood in Latvia, a country in Europe hit hard by economic crisis. The Latvian press said that this ‘Go Blonde’ will be a major tourist attraction for the whole region, expecting to generate donations for Latvian child charity.

Marika Ģederte, President of the Latvian Association of Blondes, organiser of the event: “Blondes in Latvia are unique. Last year’s parade, this year’s festival and next year’s carnival have and will make a substantial contribution toward Latvia’s tourism sector. Go Blonde will soon be as important a project for Latvia as the carnivals in Brazil and Italy which are of great interest to thousands of tourists.”

Friday, the Go Blonde festival offered a party called “Some Like it Hot,” a competition for impersonators of Marilyn Monroe at the Motor Museum.

Blonde ready to participate in the Marilyn Monroe competition.

Saturday, dozens of blondes followed the parade till Dome Square, dressed in pink color. Also many British tourists in the square, some totally drunk and bothering people. The police didn’t appear on the scene. Empty beer glasses fell down in the Human Heritage square, Doma Laukums, and many others just was sit down in their chairs taking pictures from the place. Saturday, sun and cloud played in the sky and wind close racks of jackets till the end. A concert with blonde artist girls, one DJ and one showman are on the stage. Music move bodies but for many the event is like a temporary drug: Inese and Ieva are students, this year finishing their careers and will work as part time workers in coffee shop. A few meters from both girls are a couple of fourties, that are working in Ireland. One blonde delivery leaflets on hand to the visitors regarding “tonight we have a pink party in  Godvil nightclub”.

The Latvian Association of Blondes focuses primarily on charitable events. Unique T-shirts for this year’s festival will be sold, with part of the profits to be devoted to charity projects. The association is helping to establish a playground for children with special needs, with airBaltic securing the first large donation for the purpose. It organises the “Princess Camp” for mothers with children with special needs, and it organises a Christmas charity event for children.

Last year’s blonde parade in Riga attracted global media attention, presenting Latvia in a positive way – “Latvia has found a way to fight against the crisis.”