RANEPA joined the case of AFK Sistema, ERSO and BPGC Fulfilling a Wish
As part of the annual all-Russian campaign "Christmas Tree of Desires", the companies of AFK Sistema Group launched the fulfillment of the dream of 12-year-old resident of Bashkiria Svetlana Islamova. The girl wanted to star in a commercial that would be shown on television so that her family and friends could see her. The ball with a desire for the New Year was pulled out by the senior investment director of AFK Sistema Oksana Kosachenko.
“Among children's desires were both material and non-material expectations. Someone dreams of a piano, someone of a computer, but I got a dream from which you can grow a future profession. Immediately after, a working group was assembled, which was joined by the largest assets of the Corporation represented in the region - BESK and ERSO holding. Our task was not only to fulfill Svetlana's wish, but also to help her chart the path of her future career and gain new skills,” says Oksana Kosachenko.
Ideas about what the future video should look like were discussed by representatives of AFK Sistema, BESK and ERSO holding. During the debate, it was decided to involve PR students of the Russian Academy of National Economy and Public Administration in the work. Thus, young people were given a chance to prove themselves, and companies would have the opportunity to attract promising personnel.
A meeting with representatives of companies was organized within the walls of the Moscow RANEPA.
“The decision on what kind of video will be is entirely up to you,” Vladimir Koreshkov, Associate Professor of the Department of Marketing and Advertising of the Faculty of Market Technologies of the IOM RANEPA, explained to the future PR specialists. — These, for example, can be topics related to the environment and the responsible consumption of electricity. One way or another, the video should, on the one hand, fulfill the dream of Svetlana Islamova, on the other hand, display the social mission, triggers associated with the work of enterprises, or with the nature of Bashkortostan, or with electricity. There are no restrictions in the creative part, they are provided only for timing.
Students actively participated in the discussion of the concept of the idea, asked a lot of questions on topics related to the format of filming, the possibility of using animation and special effects, the features of the work of an electrical holding, hobbies of Svetlana Islamova, etc.
The graduates of the Moscow RANEPA are many figures in the field of public administration and management: ministers, governors, heads of large companies. The motto of the university, placed among the photographs of famous graduates, reads: "We make smart people successful."
The participants of the case will present their work on March 7, 2023. Then the concept will be defined, within the framework of which the cherished dream of twelve-year-old Svetlana will come true.
Projects aimed at developing human capital are being implemented in Sistema Group companies as part of the general concept of supporting social initiatives. The Corporation and its portfolio companies consistently invest in the development of human potential and implement large-scale and long-term initiatives.
"Christmas tree of desires" is an action of the "Dream with me" charity foundation, which is dedicated to the New Year holidays. Its goal is to give joy and a sense of New Year's magic to those who find themselves in a difficult life situation. The Wishing Tree is a place where people who want to do a good deed find those who need help and give them gifts or make wishes come true. The action has been implemented since 2018 throughout the Russian Federation and every year brings together thousands of caring citizens who are ready to do good deeds. In four years, about 60,000 New Year wishes have been fulfilled. The action is co-organized by the Federal Agency for Youth Affairs (Rosmolodezh) and the Autonomous Non-Commercial Organization “Russia is a Land of Opportunities”.