The Moscow authorities are preparing a social advertising campaign that will strengthen interethnic relations in Moscow. It is planned that such actions will reduce the level of xenophobia among the indigenous inhabitants of the capital and teach them tolerance towards visitors from other countries.
At present, Moscow is preparing an ambitious program to establish positive and friendly relations between the indigenous people and migrants, of whom there are already more than a million in the capital today. Since more than half of Muscovites have a negative attitude towards visitors and see them as a threat to peace and law and order, the city authorities decided to change this opinion, which demonstrates a high level of xenophobia among Russian people.
The social advertising campaign about migrants will include dozens of billboards, videos on the Internet and on TV, leaflets and radio coverage. In addition, within the framework of the program, it is planned to publish school literature and create an ethnic village in the Kuzminki park. This year alone, the authorities have allocated 100 million rubles for the implementation of the program.
To change people's attitudes towards migrants, marketers have come up with the idea of “humanizing” their image so that it becomes closer and more understandable to Muscovites. With the help of social advertising and special literature, residents of the capital will be told about the economic benefits and benefits of the work of migrants, because thanks to the work of visitors, the capital has become more well-groomed and transformed. They will also tell about the fate of individual representatives and their history, in which there are many tragic moments.
In the videos, visiting residents will talk about their memories or interesting places that they fell in love with in Moscow. And in the end, in their own language, they will address their compatriots, urging them to visit the capital.
Such actions should help change negative attitudes towards migrants, eliminate extremism, racial and religious intolerance. Perhaps, thanks to such information, native Muscovites will no longer see them as a threat and will understand that residents of other countries come to Moscow for work that they simply do not have in their homeland.
