Master Class at the Russian Economic School organized by the Social Platform of the Roscongress Foundation

As part of the INNOSOCIUM Nationwide Social Project Competition presentation at the Russian Economic School, a master class on implementation of social advertising projects was held by Natalia Dundina, Creative Director at Leo Burnett, one of the world’s leading advertising agencies.

The name of the master class ‘This is outrageous! How to make the society change its mind’ is not accidental. In her speech, based on the concept of ‘Respectful disrespect’, Natalia explained how using unconventional approach can draw attention to social issues.

“Taking cases as examples, we can trace how people in different countries forced the society to see familiar problems differently. After all, when you think about it, all art and science evolved on shaking the foundations that had existed before,” said Natalia.

In her speech, Natalia Dundina shared her personal rules for creating successful advertising projects and spoke about how the society can and should be changed through communication, how realistic it is and what tools must be used to do it. “We do not advertise, we call for actions that change people’s minds. Do not design a campaign, design change,” Natalia emphasized.

“We created the INNOSOCIUM Nationwide Social Project Competition in order to support the development of modern and effective technologies of social communication, including advertising, to take them to a new level. High-quality social communications contribute to the formation of an inclusive environment and cultivation of basic human values in the society, and as a result, a culture of social responsibility and everyone’s involvement in achieving common good,” said Elena Marinina, Roscongress Foundation Deputy CEO for Socio-Economic Agenda.

“The competition announced as part of INNOSOCIUM will help to identify the best mechanisms for promoting various social topics. Within the ‘Special Look’ programme of support for people with visual impairment a nomination of the same name was announced. This is a great way to attract the attention of young people to such pressing issue as isolation of people with disabilities, as well as to find out the opinion of cutting-edge digital generation professionals on the best ways to deliver the right information. Involving young people and students into solving socially significant problems enables the non-profit sector to reach a fundamentally different level of development. We believe that young people will be able to create a brand new perception of charity, both among the younger generation and a broad audience,” said Maria Krasnikova, Director of the Alisher Usmanov’s Art, Science and Sport Charity Foundation.

“Any society has something to work on and room to grow. And it is important that young people not only speak out on socially significant issues, but have a direct opportunity to participate, make decisions as equals, change their lives for themselves. In this regard, INNOSOCIUM is taking the necessary steps in the right direction, and I am glad to be part of the project and the expert council,” Natalia Dundina concluded.

INNOSOCIUM Nationwide Social Project Competition is aimed at bringing attention to acute socially significant problems and ways to solve them, searching for new communication ideas to solve social problems, as well as identifying and encouraging talented students in designing and implementing communicative social projects. Students are invited to develop their projects in three main categories: ‘active longevity’, ‘inclusive society’ and ‘development of territories’.

The competition finalists will be announced at the Russian Investment Forum in February 2019. The winners will receive funding for the project, as well as get a chance to present their ideas at SPIEF 2019 in St Petersburg.

The Roscongress Foundation and the Art, Science and Sport Charity Foundation launched the INNOSOCIUM competition in September 2018.

Application for participation may be submitted before 28 December 2018 at 


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