by applying successful international experience of public service/social advertising campaigns

Presentation of the participants

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Non-government organizations: Laboratory for social advertising 3 Guzella Nikolayshvili, general director Georgy Molodtsov, creative director

FOCUS-MEDIA Foundation 9 Oksana Barkalova, project manager Boris Fomin, IT specialist

Agency for Social Information (ASI) 17 Olga Drozdova, Program coordinator “Building Public Trust in NGOs”

Universities: Altai Academy of Economics and Law 22 Olga Chernega, dean of the PR faculty

Voronezh State Technical University 25

Larisa Parinova, Head of faculty Public Relation and Pedagogic

Izhevsk State Technical University (ISTU) 28 Ryabchikov Aleksey, Deputy Dean of the Faculty of Advertising and Design

Group Contacts 30

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Laboratory for Social Advertising Web-site: www.soclaboratory.ru; www.socreklama.ru;

Guzella Nikolayshvili, Head of the group General director, Laboratory for Social Advertising (PSA) Doctor of political sciences, Associate Professor, State University – Higher School of Economics, Member of the Russian Association of Political Science 2002 till now – lecturer, Associate Professor, Deputy Head of the Division of Advertising Theory and Practice at the State University - Higher School of Economics 2002 till now – Director of the Internet project on social advertising www.socreklama.ru 2005 till now – Director of the Laboratory for Social Advertising, an autonomous non-profit organization 2008 till now – lecturer at the Moscow State Institute of International Relations, Division of Public Relations 2007 – 2009 Working group member of the Committee of Charity and Volunteer Work of the Public Chamber of

Russia for the preparation of social advertising suggestions to the legislative bodies Author of the first Russian textbook about PSA - “Social Advertising: Theory and Practice” (Aspect-Press, 2008) In 2008 has initiate founding of COALITION for the facilitation of social advertising development in Russia.

Georgy Molodtsov, creative director Creative director and film director of Non-government organization “Laboratory for Social Advertisement”. Author of more than 20 PSA campaigns , winner of more than 30 awards for social adverising on major Russian and several international Advertising Festivals. In 2008 graduated from VGIK (All-Russian State Institute of Cinematography, Russia, Moscow) Currently teaching “Theory and practice of Film Editing” in VGIK Program director and coordinator of several film festivals, including Moscow International Film Festival, VGIK Student Film Festival etc.

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The Laboratory for Social Advertising

Founded in 2002 by Guzella Nikolayshvili at the Department of Public Policy, State University – Higher School of Economics. Starting 2005 the Laboratory for Social Advertising operates as an independent non-profit public organization. Today the Laboratory combines scientific research and analytic activities with the production and promotion of social advertising (PSAs and public mass media campaigns). It also fulfils educational and expert counseling functions, acts as initiator of various social programs, festivals and contests.

Laboratory has realized more than 20 public service campaigns and has received more than 30 prestigious awards at Russian and international advertising festivals. Among our works are campaigns for UNICEF-Russia, Ministry for Social Health of Russian Federation, Russian non-government organizations of people with disability, HIV/AIDS prevention campaigns etc.

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Among our clients are:

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Focus-Media Foundation Web-site: www.focus-media.ru

Oxana Barkalova is working in “FOCUS-MEDIA” Foundation since February, 2004 as project manager, Mass media campaign specialist, monitoring and evaluation specialist. She has substantial experience in project management, mass media campaign’s monitoring and evaluation, fundraising, public relations, developing and conducting social advertisement campaigns, sociological surveys, organising mass events (parties, festivals, concerts, press-conferences etc.), dealing with mass media, conducting and co-leading trainings on implementation of informational campaigns and fundraising. She has been running successful AIDS prevention campaign project for six year. Oxana can offer excellent interpersonal skills and open to initiative, easily learns new things and a

good teach player.

Boris Fomin, technical administrator, distance course system developer IT specialist develops a system of projects and programs monitoring (technical part); he has also developed a software module for distance education (DE) system - has created a website provided with technical tools to place various DE modules. The module includes theoretical parts and tasks to test participants' knowledge. After having been tested participants proceed to the next theoretical level.

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In 14 years of its work, non-government organization Public health and social development Foundation “FOCUS-MEDIA” has greatly contributed to the development of open and prosperous society in Russia by implementing health protection and social development programs.

In the sphere of social development, the FOCUS-MEDIA Foundation has conducted 5 conferences on fundraising, organized more than 200 trainings and seminars. Foundation developed unique multilevel distance and training course for employees of NGOs and students on theory and practice of management, strategic planning, fundraising, public relations, conducting media campaigns, advocacy, etc. Over five years, participants of the Foundation’s educational projects have collected more than 250,000 dollars in charitable donations. Foundation's employees have developed and published more than ten textbooks. Since 1998, the FOCUS-MEDIA Foundation has been conducting mass media campaigns aimed on HIV prevention among young people, changing attitudes towards people living with HIV and healthy life style promotion. From 1998 to 2009, the FOCUS-MEDIA Foundation developed, carried out and evaluated 14 mass media campaigns. HIV/AIDS prevention mass media campaigns implemented by the FOCUS-MEDIA Foundation have reached more than 80 million people in 40 regions of Russia.

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During the project «Involving students into the NGO sector activities» more than 300 students from 3 Russian cities were chosen as project participants and took part in the trainings sessions. In order to deepen the knowledge received at the trainings FOCUS-MEDIA staff have developed distance learning course on social project management which was taught more than 260 students. The teaching course is placed on the web-site www.bnfom.com. and contains the following topic sections: 1. STRATEGIC PLANNING

• Basics of strategic planning • Mission of organization • Strategic goals • Strategic plan development

2. PROJECT PLANNING IN NGOs • Project planning in organization • Describing the problem and project target groups • Stating project goals and objectives, determining project results • Methods of project realization

3. FUNDRAISING FOR SOCIAL PROJECTS

• What is fundraising and sources for it • Working with foundations • Working with government authorities • Charitable programs of Russian business and different approaches to work with business companies • Raising funds from private donors • Developing fundraising strategy

4. PR AND COMMUNICATIONS • Communications and public relations – rules, instruments. Types and peculiarities of different mass media • PR instruments for working with mass media • The art of presentation • Developing PR-strategy of organization. Conducting PR-campaigns

5. PROJECT EVALUATION AND REPORTING

• Monitoring and evaluation of projects and programs • Methods and instruments of project evaluation • Reporting in NGO

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Agency for Social information

Web-site: www.asi.org.ru

Drozdova Olga Program coordinator “Building Public Trust in NGOs”, Agency for Social information

Historian by education, for a long time worked for the Moscow Center of archaeological research as an archival surveyor. Author of numerous articles on historical background of Moscow houses and the biographic essay of Francois Lefort, one of Peter the Great’s comrades (for the “Life of Remarkable People” series). Since 1997 works in the NGO-sector. For 9 years worked as a PR specialist in the Perspektiva disability NGO, one of the most active NGOs advocating rights of disabled people. Solicited extensive experience in PR and work with media as well in management of PR project. The most prominent of them was the international disability film festival “Breaking Down Barriers”. Since 2007 works in the Agency for Social information as the coordinator of the USAID-funded program “Building public trust in NGOs”. The program is aimed to help Russian NGOs build strong, broad-based public support. The large-scale information campaign - “It’s That Simple” (www.tak-prosto.org) is run within the Program. It is aimed to promote volunteering and charity among Russians. The super-task of the campaign is to improve public image of NGOs and make them popular and faithworthy.

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Agency for Social Information (ASI)

Agency for Social Information (ASI) is a non-profit and an independent agency promoting civic initiatives and providing information support to NGOs. The Agency, established in 1994, is one of the leading expert organizations in the area of civic initiatives, corporate responsibility promotion, and stakeholder engagement.

ASI has its own regional correspondent network that consists of the partner NGOs in 23 Russian cities. ASI has the news service and produces about 60 news daily coming from all over the country. ASI’s news and articles are being placed at the ASI website (www.asi.org.ru) that is attended by more than 500 visitors daily. The news is featuring the work of non-governmental organizations, as well as social events that have an impact on society. ASI disseminates them to the media, NGOs, authorities of different levels, and socially responsible companies.

ASI initiates and manages a wide range of social projects, holds media events, publishes books, brochures and magazines, helps companies to develop their social and sustainable reports. The Agency has implemented series of PR and social marketing campaigns, aimed at influencing public opinion and encouraging people to change their behaviors. Thus, in 2006-2010 ASI designed and implemented the PR campaign on promotion of the family care for orphans (www.nashi-deti.ru). Another big campaign - “IT’S THAT SIMPLE!”, aimed to promote philanthropy and volunteerism in Russia, as well as increase trust to NGOs. ASI is one of initiators and active members of the Coalition on the social advertising in Russia. The Agency contributes to the Third sector’s more transparency, accountability and self-

regulation. The “NCO-Coordinates”, or the Code of Fundamental Principles of Non-commercial organizations in the Russian Federation – the first national-wide initiative of Russian 3-d sector towards transparency, self-identity and self-regulation, initiated by ASI, was developed and open to join and support by NGO community since 2008.

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ASI maintains four web sites: www.asi.org.ru, www.nkozakon.ru, www.soc-otvet.ru and www.nashi-deti.ru. IT’S THAT SIMPLE! - an advertising and informational campaign promoting philanthropy and volunteerism in Russia, as well as increasing trust to NGOs. The Campaign runs within the Building Public Trust in NGOs program of the Agency for Social Information, Sozidanie Foundation, NGO Development Center (St. Petersburg) with the support of the US Agency for International Development.

Campaign life time – 2009-2010. Geographical outreach – Russian Federation. Campaign sites – 7 cities: Moscow, Kaliningrad, Nizhniy Novgorod, Krasnodar, Barnaul, Chelyabinsk, Khabarovsk. Target groups – 25-45 year old individuals willing to volunteer in NGO activities, as well as provide financial and other types of material support. Goals Informational - Increasing public awareness of activities of non-profit organizations, as well as of their role, impact and capacities. - Conveying the message to citizens that social problems are tackled more successfully and with more efficiency when citizens act together and in coordination with non-profit organizations or as part of them. - Building understanding that current social issues can be solved in teaming up with NGOs which can earn a state support, too. - Informing of philanthropy and volunteerism as of a new opportunity for growth – both personal and public.

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Attitudinal

- Creating a positive, “warm” attitude to non-profit organizations as helping people come together to solve common problems, having fair, open and transparent goals, structure, activities; and that are open for participation to anyone. - Changing attitudes to the concept of philanthropy as that of a habitual daily activity that has to do with anyone. - Creating in the minds of people associations between the concept “philanthropy” and their own good deeds and actions committed in relation to other people or things. - Bringing up examples (models) of open and transparent organizations, effective participation of citizens in the activities of non-profits resulting in solutions of social issues. Behavioral - Fostering motivation to respond with action to the appeal – to join real initiatives targeted to solve vexed social issues. - Transition form spontaneous and singular actions to systemic, planned philanthropic activity through NGOs.

The campaign main components: www.tak-prosto.org – Russian-wide data base of NGOs and civil initiatives providing volunteer opportunities, events’ announcements, FAQ on volunteering and secure private philanthropy, blog, contests, etc. PSAs – series of video and audio PSAs, based on real volunteers’ stories , Advertisements – journals papers, outdoor advertisements, transport. Public events.

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 Over 80 activities took place under the It's That Simple! banner from March to August 2009; one more visible among them was the "Spring Week of Good". It has launched the campaign and involved over one million volunteers from all over the country.

The It's That Simple! Charity Village opened its doors during Afisha Magazine Picnic on August 8th. The Charity Village gathered many NGOs under its roof; its main idea was to show that doing good is simple and that you can help others right now and ever. The event on green grass on August 8th gathered tens of thousands of visitors, including 16 people in wheelchairs.

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Altai Academy of Economics and Law Web-site: www.aael.altai.ru

Olga Chernega, dean of the PR faculty

Head of Public Relations and Advertizing Chair of Altai Academy of Economics and Law.

She has significant experience in practical journalism and PR; she teaches several courses in advertising, in public relations and in journalism, "Public Service Advertising" and "Citizen Journalism" as well.

Public Relations and Advertizing Chair twice served as host institution for Fulbright Senior Specialists (2005, 2008). We fulfilled a number of socially oriented projects: Civic Journalism For Civic Society (2005), Antimat: PSA Poster Struggling with Obscene Language, Strength of Words Against Obscene Language.

From 2008 we have been organizing the International Conference "Public Service PR and Advertising: Experience and New Trends". The next conference "Public Service PR and Advertising" will be held on 20–21 in May, 2010 (Russia, Barnaul).

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Nowadays Altai Academy of Economics and Law is the leading non-governmental accredited economic and law training institution in Altai and Russia.

In 2004 the Academy became the first non-state institution of higher education in Russia , which Management Quality System was certified in accordance with requirements of GOST RISO 9001- 2001.

In 2005 the International Education Society (IES, International Education Society, London) awarded the degree of certification E/RUS/BBB/I/aa/18333 to Altai Academy of Economics and Law where B ВВ - is (institution which is managed with high professionalism), I- is long-term programs, aa – teaching staff consists of the first-class professors and high levels practice personnel.

In 2006 International Institute of Management LINK has been opened an office at Academy base for the realization of MBA additional education program.

In 2009 Academy of Economics and Law was acknowledged as a price-winner of the contest "Golden Medal" European Quality" in competition the 100 best higher schools of Russia and gained a diploma and gold medal "European quality". Rector Leonid Ten was awarded the honorary degree "The Rector of the year".

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Projects:

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Voronezh State Technical University Web-site: http://www.vorstu.ac.ru

Parinova Larisa Head of faculty Public Relation and Pedagogic of Voronezh State Technical University • Professor, Doctor of Technical Science; • Teacher, Researcher; • Member of Russian Natural Science Academy; • Member of Pedagogical and Social Science Academy;

Parinova is an author of 7 monograms, published more than 170 works (text-books and articles) in management of social-economical systems, PR and ads mental and communicative culture, personal management, new approach in PR. She researches the formation of corporate values, professional competence, ecological upbringing.

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Professor of Technical University Larisa Parinova in cooperation with Non-profit educational institution ‘Interlingua’ works on the ecological course for teenagers. Non-profit educational institution ‘Interlingua’ (Voronezh) headed by Elena Kikteva realises the necessity of ecological education of the future generation. We are working out a special ecological course for teenagers. The social political and economical problems of modern society have made us have another look on pedagogical aims. We have to make changes in pedagogical education.

The forming of teenagers’ ecological culture is taking one of the most important places in pedagogical education. Teenagers’ ecological culture consists of: - teenagers’ attitude to nature (‘Ecology and Nature’) - teenagers’ attitude to themselves as a part of nature (‘Ecology and Health’) - teenagers’ attitude to the world around them (animals and plants) (‘Ecology and Soul’) All things considered, we are forming a personality having ecological culture and ecological mentality.

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Izhevsk State Technical University (ISTU) Web-site: inter.istu.ru

Aleksey Ryabchikov The Head of Technology of Materials Industrial and Artistic Working, ISTU. Deputy Dean of the Faculty of Advertising and Design, ISTU. Aleksey Ryabchikov established the Advertising Center of the University in 2009. Its main objective is to upgrade qualifications and provide professional re-training for specialists working in advertising.

The Advertising Center was implemented a number of projects under Aleksey’s supervision:

Introduction of a new professional training program of higher education “Interior Design” BA degree program in Printing Production (Packaging Technology and Design) Co-organizer of the young creators competition “Advertise!” within the framework of advertising exhibitions “Make Ads!” and

“Advertising Action” Production of printed social advertisements for the Federal Service Department of Drug Traffic Control in Udmurtia (2006-2009) Creation of video clips “Healthy Lifestyle” for the Department of Public Relations of Izhevsk State Technical University Outdoor social advertising campaign for the City of Izhevsk Center of Drug Abuse Prevention Printed advertisements for the Republic of Udmurtia HIV Control Center Research work on the effectiveness of social advertising in the Republic of Udmurtia conducted under the project of the Coalition of

NPOs for the development of social advertising in Russia “Raising Effectiveness of Social Advertising in Russia” Organizing video conferences in Izhevsk under the framework of the project “Raising Effectiveness of Social Advertising in Russia”

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Izhevsk State Technical University (ISTU)

The university was founded in 1952 and since then it has produced over 50 thousand professionals in various fields of expertise.

The Faculty of Advertising and Design of ISTU was founded in 2002. The faculty trains qualified specialists on the crossing of arts, technology and communications: Advertising, Design, Packaging Technology and Design, Technology of Materials Artistic Working.

The Faculty is one of the biggest advertising departments in the country. About

800 students get their higher education here. Half of the students follow Advertising training programs. The Faculty implements continuous education program, which includes elementary professional training, secondary

professional training and higher professional education. In 2009 the Advertising Center was opened under the Faculty’s auspices. Its main objective is to upgrade

qualifications and provide professional re-training for specialists working in the fields of commercial and social advertising. In addition, the Advertising Center presents a pilot project of ISTU for distance learning technologies.

Faculty students are many times winners and award holders of various competitions and shows. They are authors of

research studies and real life projects. Among these projects many are social advertisement projects.

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Contacts: Guzella Nikolayshvili guzella@socreklama.ru Georgy Molodtsov gmolodtsov@soclaboratory.ru Oksana Barkalova Oxana_Barkalova@focus-media.ru Olga Drozdova odrozdova@asi.org.ru Boris Fomin bn@bnfom.com Olga Chernega olga_chernega@mail.ru Larisa Parinova lv_parinova@mail.ru Aleksey Ryabchikov ryabch@istu.ru