The educational initiative of LG Electronics, launched in 2022 in 4 educational clusters of Russian education, will be expanded within the framework of the Year of the Volunteer (in the CIS countries) and the Year of the Family (in Russia) in 2024. The project is complemented by digital tools, unique master classes, on-site sessions, new partnerships, art sections, and interaction with Generation Z based on the concept of "Life’s Good", which implies an optimistic and creative outlook on life.
The "reinvent" of the educational marathon includes an increasingly wide range of knowledge areas: technical, social, and human sciences. Through a variety of digital tools, unique master classes, on-site sessions, and new partnerships, LG becomes a connecting link, surrounding the younger generation and their parents with care and significant educational experience, helping the country's intellectual elite. In addition, the company aims to popularize modern trends in volunteering: through interactive lectures, LG creates a positive atmosphere, demonstrating by its example the importance of social initiatives, mutual assistance, and good deeds. The most important factor in the educational process is the coverage of both a large number of students and digital platforms of universities, accompanied by the maintenance of a community of students in VKontakte. Thus, in 2023, the audience reach in the media field exceeded 8.5 million people. In 2024, the educational marathon "LG Intellectual Laboratory" will reach a new level and cover 10 levels of the education system, from university students to high school students, from technology parks and summer business camps to thematic media laboratories, from pre-universities to work in expert communities of university competitions. The company also emphasizes the work with the inclusive community: the corporation gives lectures at the GOU of the city of Moscow "Boarding School No. 1 for the training and rehabilitation of the blind" of the Department of Labor and Social Protection of the Population of the city of Moscow. The company is also developing cooperation with 5 partners - leaders and facilitators of the social and IT community (Russian Red Cross, National Health Development Fund, Russian Blood Service, Association of Volunteer Centers, "Kaspersky Lab").
2024, declared the Year of Volunteer Movements in the CIS countries, raises the topic of the importance of volunteering, awareness, and respect for people. LG is a pioneer in corporate volunteering, becoming in 2009 the first among the business community to partner with the Ministry of Health of Russia and the FMBA of Russia under the Program for the Development of Mass Voluntary Blood Donation and its Components. During this time, 114 donor days have already been held, which helped save about 21,000 lives.
It should be emphasized that various educational formats of LG cover a number of initiatives in the field of mentoring: from holding meetings of "Creative Media Laboratories of Communications" to organizing online teleconferences with the participation of students from leading universities to offline lectures in St. Petersburg and Minsk. Recently, students of the media laboratory took part in a joint master class of LG and "Kaspersky Lab" dedicated to cybersecurity, the company's most interesting cases in the field of new technologies, as well as positive thinking in the field of communications. Future communicators received valuable knowledge about protecting their data on the Internet, as well as learned about socio-cultural initiatives in the digital environment. In turn, LG implements a cooperation program with the Pushkin Museum, supports a research project to study and preserve Vincent van Gogh's landscape "Red Vineyards in Arles. Montmajour", as well as a study of two paintings by Claude Monet from the series "Rouen Cathedrals".
The company's initiatives in the field of education allow the new generation to successfully integrate into the professional community of the PR industry: students, participants of the "Creative Media Communications Laboratories", are involved as volunteers in the work of important industry events, including the XX Annual AKMR Conference "The Role of Communications and the Media in the Strategic Management of the Company", the competition "The Best Event Team Certified by AKMR", the Baltic Winter 2023 conference, as well as the solemn award ceremony of the "Digital communications AWARDS-2024".