Information campaigns and special projects

Since 1999, the ACNO "New Century" has been carrying out information campaigns in the Republic of Tatarstan in the field of public health, based on the principles of social marketing and the use of innovative approaches to prevention.

As headliners of the ideas of a healthy lifestyle and the prevention of socially significant diseases within the framework of the campaigns "New century" actively attracts famous people. Among the like-minded and active participants of the mass events organized with the participation of the "New century" on the largest venues in Kazan are Vera Brezhneva, Vasily Mosin, Ekaterina Gamova, Irek Zinnurov, Dilyara Vagapova, the youth "Red Ribbon" team and many others.

In 2012, for the first time in Russia, the organization developed an initiative to carry out special projects on HIV/AIDS prevention in the framework of major sporting events, which was supported by the leadership and public authorities of the Republic of Tatarstan and the Joint United Nations Program on HIV / AIDS (UNAIDS), which has many years of cooperation experience with famous athletes and sports organizations around the world in carrying out large-scale information campaigns on HIV prevention, testing and treatment.

International experience shows that sports events provide an excellent opportunity to attract the attention of youth, sportsmen and the general public to such global problems as the HIV/AIDS epidemic and to raise awareness about HIV prevention and testing. The practice of preventive campaigns is used by many countries of the world in the conduct of the Olympic Games, World Cups and other major sporting events.

"There is no more global possibility of uniting than through sport"N. Parshikovathe Deputy Minister of Sports of Russia

In the conduct of major sporting events, there are always masses of people finding themselves in a single positive information field and they become especially receptive to the ideas and campaigns promoted at this time. These two factors - mass and susceptibility present great opportunities for extraordinary information campaigns to promote healthy lifestyles and socially responsible behavior, especially among young people.

"Sport is a tool allowing us to develop skills and develop society around us" Alison OdellFISU Deputy Chairman

In 2013, the autonomous charity non-profit organization "New century" together with the Republican AIDS Center and with the support of the Cabinet of Ministers of the Republic of Tatarstan, the Ministry of Health, the Ministry of Youth and Sports, specialized state and non-profit organizations, developed an initiative on carrying out special projects on HIV/AIDS prevention within the framework of major sport events.

 This initiative was supported by the Joint United Nations Program on HIV / AIDS (UNAIDS), which has many years of experience in cooperation with famous sportsmen and sports organizations around the world in carrying out large-scale information campaigns on HIV prevention, testing and treatment.

 The implementation of a series of successful and extraordinary projects in the field of countering the HIV/AIDS epidemic during world sports events such as the XXVII World Summer Universiade 2013 in Kazan and the XVI FINA World Championships in Water Sports in 2015, and also, "Kazan Marathon 2016 - Test yourself!" became result of introduction of this initiative.

Methods and approaches to HIV prevention used by ABNO "New Century" were highly appreciated by the leadership of the International Sports Federations FISU and FINA, the United Nations Office for Sport for Development and Peace (UNOSDP), the Russian Olympic Committee, the executive bodies of the Republic of Tatarstan and the Russian Federation and will be used as "best practices" for subsequent international sports events.

The experience of the “New century” in conducting information work shows that combining the resources and potential of a wide range of partners, including government, non-profit and international organizations, representatives of show business and famous athletes, in implementing such large-scale projects, allows society to be called to responsible behavior and participation in solving global problems of our time.

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