Inclusion and Changing Attitudes towards People with Disabilities
Elena Iarskaia-Smirnova participated in a meeting of the expert group of the Autonomous Nonprofit Organization "Internet Development Institute" on the topic of "Inclusion and Changing Attitudes towards People with Disabilities".
In 2024, the Autonomous Nonprofit Organization "IRI", acting as the Social Advertising Operator, is launching a competition for the placement of the best social advertisements on the internet. The winning ads will receive a distribution volume of no less than 300 million banner views on leading Russian internet platforms such as Yandex, VK, Ozon, Avito, IVI, and others.
The goal of this new competition is to select and execute social advertising campaigns that will receive long-term and widespread systemic exposure on the internet and that can contribute to actual changes in society. These changes include altering attitudes toward people with disabilities (PWD) or, at the very least, significantly increasing awareness on the topic among the general public.
The expert group includes representatives from the Ministry of Labor of the Russian Federation, the All-Russian Society of Disabled People, companies like Sberbank, Beeline, Everland, communication and advertising holding companies, charitable foundations, and experts with experience living with disabilities.
The experts' tasks are to prepare the key requirements for the competition regarding advertising materials in the direction of "Inclusion and Changing Attitudes toward People with Disabilities". The coordination of this council is overseen by Yulia Larionova, the Head of the Project Selection and Expertise Department of Social Advertising at the Autonomous Nonprofit Organization "IRI", and Vladimir Vayner, the Director of the "Factory of Positive Changes" and Head of the Center for Innovative Ecosystems in the Social Sphere at the HSE.
