Development of Human Capital Through Social Marketing

About this grant

The program goal is to increase public understanding of and support for principles of human rights in Russia. Information Agency MEMO.RU will further develop and share its capacity to use social marketing techniques in targeted campaigns to foster active engagement of Russian citizens and to promote human rights. In 2009-2011, the grantee collaborated with the Andrei Sakharov Foundation to launch a fundraising campaign to support the creation of an apartment-museum, reaching over half the campaign goal in three months, and spawning a new youth movement promoting Sakharov’s democratic values. In 2012-2013, the grantee will expand its existing campaign promoting the values of Andrei Sakharov beyond Moscow. Additionally, it will use its experience in the Kirov region as a basis upon which to franchise the social marketing approach to local organizations. Information Agency MEMO.RU was established in 2002 as an information agency offshoot of the leading human rights organization Memorial with the aim of presenting information about human rights issues in a professional and widely accessible manner.