Published on: 2026-05-08
Source: Preserved Embassy Foundation – Preserved Embassy Foundation –
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At the award ceremony, the authors of the best social projects among professionals were announced. The solemn award ceremony of the III International Festival of Social Advertising LAYM/ LIME Profi 2026 took place in the historic White Hall of the Durasov House. The atmosphere of the estate was complemented by a theatrical performance: actors in 19th century costumes connected the history of the building with the contemporary meanings of the event. The “Zapovednoe Posolstvo” Fund cooperates with the festival, and our colleague Tatyana Margulyan has been a member of the jury of LAYM/ LIME for several years.
Winners from various cities in Russia came to Moscow for the awards. Opening the award ceremony, the president of the LIME festival, associate professor of the Faculty of Creative Industries of NIU HSE, general director of ANO “Social Advertising Laboratory” Guzella Nikolayashvili noted: “Today we are talking about complex social topics, about human experience, vulnerability, and overcoming — issues that require sincere attention, empathy, and concrete action“.”
In this season, experts recorded a technological leap. The general producer of the LIME festival, Dmitry Shelushin, noted that modern ideas today push the boundaries of conventional formats. He highlighted an unprecedented level of projects in which new technologies and creative approaches have become an effective tool for solving social problems.
The main trend identified by the jury was the “engagement index” — the involvement of the viewer in real action. Participants set the highest bar across the entire spectrum of directions: from innovative use of neural networks and multiplatform solutions to large-scale initiatives in territorial development, corporate volunteering, and systemic social changes. The festival results reinforced a new industry standard — a balance of innovation and deep human message.
Tatiana Margulyan has been a member of the LIME festival jury for several years; today she works as the Head of Communications for the international program of the ‘Protected Embassy’ foundation. Within the framework of this year’s competition, Tatiana initiated the awarding of a special diploma ‘For Sustainable Contribution to the Promotion of a Social Idea,’ which the jury awarded to the company ‘Norilsk Nickel.’
“Traditionally, attention has been focused on the creative idea, but today the social effect is no less important. And therefore, issues of distribution of social advertising, as well as the design of work in the field of social communications in a systematic, long-term, effective way are particularly acute. That is why I think it is necessary to evaluate projects in the field of social advertising and communications including this focus.“”, — emphasizes Tatyana.
Recall that the ‘Zapovednoe Posolstvo’ Foundation also initiated a special nomination last year within the LIME festival called ‘Zapovednoe Poslanie’ (‘Protected Message’), aimed at drawing special attention to works popularizing the protected natural areas of Russia. The winner of last yearBecame the mini-film «Leopard Land. The Story of Rescue», which, on the initiative of the ‘Protected Embassy’ foundation, was presented in Abu Dhabi at the World Congress of the International Union for Conservation of Nature (IUCN). Ahead is a new round of the competition and new opportunities to present works dedicated to protected nature, within a special category for individuals. Stay tuned for updates!
You can familiarize yourself with the winners’ works of 2026by the link.
Broadcast recording availablevia the link.
The project is implemented with the support of the Presidential Cultural Initiatives Foundation.
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