Socially Active Media Today there are lots of effective and socially meaningful initiatives of charities organisations which nobody knows about because they couldn’t present themselves in Mass Media. CAF Russia’s programme Socially active media engages Mass Media and marketing agencies in partnership within the programme and joining up the opportunities for bringing in of public attention, money and other resources to such initiatives.
Agencies develop advertising products, the Mass-Media places it, and CAF provides a selection and legal opinion of initiatives.
Now the following Mass-Media and agencies joined the initiative: ID Afisha, ID Independent Media Sanoma Magazines, STS Media, SUP Media, newspaper Novie Izvestiya, Novaya Gazeta, newspaper Gazeta, Rambler media, agency of street advertising News Outdoor, marketing agency BBDO, Ogilvy, McCann Erickson, Profit Marketing, media-agency PHD.
The social advertising in Mass-media is today the privilege of the selected: on the pages of magazines, radio-waves and TV screens appears only advertising major NGO, which one can count on fingers. Unfortunately, not at all high-quality and effective NGO have the resource, that allows to get access to placing free social advertising, as well as there are no resources for professional advertising products development. Socially active media is the first programme in Russia, which provides systems approach to informative advancement of the best socially significant initiatives, selected on the basis of competition.
Within the programme we aim to promote public awareness about NGO’s activity and significant social problems and assist in its involvement in solving these problems. We support existing potentially perspective «social brands», giving them opportunities of advancement in informative space, through providing of terms for placing in Mass-Media and on the informative transmitters of the high-quality social advertising on systematic and clear basis. | 
