Families from 17 Russian regions take part in the "Family Values Laboratory"
The "Family Values Laboratory" programme is under way at the National Centre RUSSIA — a project designed to help develop initiatives by those who create family-themed content or organise family-focused events. Following expert selection, 40 participants from 17 Russian regions advanced to the in-person stage, including representatives of the Astrakhan, Bryansk, Irkutsk, Kirov, Kostroma, Moscow, Orel, Samara, Smolensk, Tyumen and Chelyabinsk Regions, as well as families from the Donetsk People's Republic, the Krasnodar Territory, the Republic of Crimea, the Udmurtian Republic, Moscow and Saint Petersburg. Over four days, they are working on their projects under the guidance of federal-level experts. The programme is implemented with the support of the Presidential Foundation for Cultural Initiatives.
"Today, the conversation about family goes far beyond individual themed projects and is becoming part of the modern cultural and media environment. It is important for family values to be conveyed through real people's stories. And we are pleased that the National Centre RUSSIA continues to be that unique space where traditions, cultural diversity and ties between generations are supported and preserved. It is especially gratifying that the project originated from an idea put forward by Yuri and Anna Yezhov, whose family was formed at our very first III All-Russian Wedding Festival 'Russia. Uniting Hearts'. This means we are on the right track, and the married couples who come together at the festival are bright, caring, talented and proactive young people. It is important to us that a community develops of people who are ready to speak about family professionally and in a modern language, and to create new initiatives for their audiences," noted Anastasia Zvyagina, Deputy Director General of the National Centre RUSSIA.
The event opened with a lecture by Anna Kuznetsova, Deputy Chair of the Eighth State Duma. She spoke to participants about state policy in the field of family and demography. According to her, the family has traditionally been the foundation of a healthy society, which is why projects such as the "Family Values Laboratory" are so important.
"Family values are the foundation of society, and strengthening it requires projects, not declarations. This is the basis of human life. It used to be thought that this subject required no particular effort, but the situation is now changing. That is why initiatives such as the 'Family Values Laboratory' play an important role in promoting a positive image of the family, motherhood and large families. We must remember that family values are among the few things that have stood the test of time over many generations. And these are precisely the values we need to be guided by," emphasised Anna Kuznetsova.
The initiative to create the "Family Values Laboratory" came from Yuri and Anna Yezhov, participants in the I All-Russian Wedding Festival "Russia. Uniting Hearts". The idea grew out of their own experience: starting with joint outdoor trips for parents and children, the Yezhovs created a family camp where participants can relax, get to know one another and spend time together. They then proposed expanding the community of like-minded people, including through the new "Family Values Laboratory" project.
"Today it is especially important to create spaces where families can listen to one another, share experience and receive support. Every family has its own values and traditions, and it is important to preserve them and pass them on to children and grandchildren. The 'Family Values Laboratory' is a place where people can put their gadgets aside, spend unhurried time together, talk, do something together or take part in a workshop. We are only at the beginning of this journey, so we are open to proposals, ideas and cooperation with everyone who is ready to develop this initiative together with us," noted project initiators Yuri and Anna Yezhov.
The programme experts include specialists in new media, content creation and promotion, and the development of social projects. Among them are Moscow City Duma deputy Daria Kuznetsova; Mikhail Kanavtsev, Head of the Project Implementation Department of the "New Media Workshop" at the autonomous non-profit organisation "Russia — Land of Opportunity"; Yulia Gryaznova, Head of the Strategy, Analytics and Research Directorate at the autonomous non-profit organisation "National Priorities"; bloggers Denis and Yelena Kukoyaka; Renat Yanbekov, head of a creative agency and an expert in SMM and vertical video; and many others. They will hold lectures, open dialogues and practical sessions on modern formats for family content, audience engagement, project promotion and personal brand development. Particular attention will be given to practical work: participants will receive expert consultations and feedback at every stage, from developing an idea and media strategy to preparing the final presentation.
The partners of the "Family Values Laboratory" are the AST.Nonfiction publishing house and the "New Media Workshop". The general media partner is 1MI Holding.
