The educational marathon "LG Intellectual Laboratory," which meets the needs of the time for new type professionals, celebrates its second anniversary, having transformed into a unique initiative during its development. The company has conducted more than 120 educational events, which, combining fundamental knowledge and professional expertise, lay the foundation for the next generation of successful specialists, for whom aesthetic development, a responsible attitude to society, and professionalism are inextricably linked. The educational initiative, which started in 2022 in 4 educational clusters, expands every year. In 2024, the project reaches a new level and will 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 is developing cooperation with 5 partners - leaders of the social and IT community (Russian Red Cross, National Health Development Fund, Russian Blood Service, Association of Volunteer Centers, Kaspersky Lab). A significant component of the educational marathon, in addition to covering a large number of students, is the coverage of the online audience on digital platforms, both educational institutions and in the initiative's community on VKontakte. Since 2022, the audience reach in the media field has exceeded more than 18 million people.
Year after year, the educational marathon transforms, expanding educational formats. In 2023, the concept of the "Ecosystem of Good" initiative is transformed into a new agenda "DNA of Knowledge". The project becomes an interactive communication platform where young people have the opportunity to interact with industry experts, complete practical tasks, and also get involved in the life of the professional community, participating as volunteers in industry events of AKMR, PR-forum BALTIC WINTER 2023. One of the important steps in the development of the project was the introduction of new training formats, including the holding of creative media laboratories of communications, the organization of online teleconferences with the participation of students from leading universities, the holding of offline lectures in St. Petersburg and Minsk, as well as expanding the audience of the marathon thanks to the participation of the company's speaker in the All-Russian Youth Historical and Cultural Forum " истоки". All these educational initiatives, as well as familiarization with the socio-cultural projects of the company in the framework of cooperation between LG and the Pushkin Museum for the preservation of world-famous masterpieces, contribute to both the professional and aesthetic development of the future generation of communication specialists. Working with the inclusive community is an important part of the initiative: the company conducts lectures at the State Budgetary Educational Institution of the city of Moscow "Boarding School No. 1 for the Education and Rehabilitation of the Blind" of the Department of Labor and Social Protection of the Population of the city of Moscow.
The educational marathon expands its program in 2024, officially declared the Year of the Volunteer (in the CIS countries) and the Year of the Family (in Russia). Thus, the plan of the initiative for 2024 is supplemented by unique master classes, field sessions, new partnerships, as well as interaction with Generation Z based on the company's concept "Life's Good". The "reinvent" update of the educational marathon includes an increasingly wide range of areas of knowledge: technical, social and humanitarian sciences. In addition, the company introduces young people to modern trends in the field of social initiatives, involving students in good deeds. So LG, being since 2009 the first among the business community partner of the Ministry of Health of Russia and the FMBA of Russia under the Blood Donation Program, is preparing for the 115th donor day with the participation of students, which will connect generations. In 2023, students participating in the Educational Marathon already took part in the company's 114th Donor Day, and this format of interaction with the younger generation is becoming a good tradition. It is the transfer of the baton of kindness from the older to the younger generation that allows maintaining a high level of empathy in society, creates a sense of belonging. Speaking at the panel discussion "Donation: the future in the hands of youth" at the World Youth Festival 2024 in Sochi, Tatyana Shakhnes, Senior Director of Public Relations and ESG projects at LG, the initiator of the Educational Marathon, stressed these factors and noted the importance of such an event in attracting public attention to education, mentoring and volunteering.