On February 18, 2025, the Digital Communications AWARDS - 2025 ceremony, organized by the Association of Communications and Corporate Media Directors of Russia (AKMR), took place in Moscow. This award annually recognizes companies that have achieved outstanding results in digital communications, using advanced technologies and innovative approaches. For the third time in a row, the LG educational marathon became a laureate, winning in the nomination "Digital Projects and Strategies/CSR Communications" with the project "Mentoring. Creating the Future of Communications."

Development of the LG Educational Initiative

Launched in 2022 in four educational clusters of Russian education, the LG marathon has significantly expanded its geography and scale. To date, more than 210 events have been held in the formats of lectures, master classes and round tables in 49 educational clusters. The project went beyond the capital and covered regions from Kaliningrad and Sochi to Kyrgyzstan and Uzbekistan.

New Formats and Digital Transformation

In 2024, the marathon transformed, adapting to the concept of "Life's Good," which focuses on an optimistic outlook on life. To reach a wider audience, new formats of interaction were introduced: teleconferences, digital tools, and specialized Telegram groups, bringing together more than 1,000 participants. These groups allow not only to inform students about upcoming events, but also to organize thematic practical classes, such as Donor Days, eco-practices, excursions to the Pushkin Museum, and participation in professional internships.

Collaboration with Partners and Educational Opportunities

The LG educational marathon has been supplemented by new partners, allowing students to participate in exclusive events and master classes. As part of the project, lectures and on-site sessions were held at the office of Kaspersky Lab, in the new Red Cross Museum, and at the WINK stand at the Russia exhibition at VDNH. Participants got acquainted with the world of design at the Made in Russia Expo interior exhibition, and also took part in projects of the National Health Development Fund, the Blood Service of the Russian Federation, and the Association of Volunteer Centers.

Sociological Research for Improving Efficiency

In addition to its educational mission, LG conducts an original sociological online survey that allows for a deeper understanding of the preferences and values of young people. More than 1,500 representatives of Generation Z took part in the study, covering topics such as career expectations, social priorities, and level of involvement in public life. This data helps to adapt educational programs and improve content.

International Recognition

In addition to receiving the Digital Communications AWARDS - 2025, the educational marathon of the Russian LG office was recognized by the company's headquarters as the best initiative among all countries. Tatyana Shakhnes, Senior PR/ESG Director of LG in Russia, was named the best brand ambassador.