Chance of a lifetime: Inspiring Russia’s next generation of creatives
Educational opportunities are limited for many young people in Russia, particularly in the creative arts. MTS’ Generation M initiative gives children and teenagers the chance to showcase their creative talents in areas such as art, design and singing while also supporting young people who need urgent medical care.
Generation M participants compete in social network communities to be given the chance to perform, exhibit or publish their work with the support of industry mentors and to gain entry to leading universities and artistic institutions. Each piece of content created during the programme gets converted into money that MTS donates to charities that support seriously ill children.
For Anastasia Sitdikova, Generation M enabled her to create her own fashion collection for Moscow Fashion Week, while singer Dasha Pashnina’s dream of performing with her idol came true when she won the national competition. As Olga Yurkova, Head of Regional PR at MTS, says, “It’s very important for the mobile industry to empower young people to develop in the digital sphere. Generation M is becoming a springboard for the young generation to understand how to develop their skills and find their place in the world.” So far, the programme has reached 15 million people across Russia and generated more than 16 million Rubles in donations.
