Communication strategy of Russian Student Brigades
Russian Student Brigades are a youth organization that helps students move from studying to professional life, gain valuable experience, earn their first money, and grow up in a familiar environment. Now RSB are getting additional concerns: young people grow up with the illusion of “successful success”, the new generation wants to live well but does not associate achievements with hard work. To overcome these and other barriers, a communication strategy was developed in the studio.
At the heart of the strategy lies the main problem of youth: the gap between ideas about life and objective reality. A soap bubble of theorizing, dreaming, ambitions, and understanding of how everything works is being inflated, but the lack of real life practice and experience takes its toll. Hence the inaction in the present and the fear for their future.
In addition to young people, RSB communicate with government bodies, partner organizations, as well as parents and teachers. Therefore, the key technique of the strategy was to divide communication into conditionally “white” and “black” — “politically correct” and speaking to young people in their own language.
In the strategy, the tone is differentiated by channels.
Communication has a palette of tones, helping to find a common language with different audiences.
