Sverdlovsk Oblast launches contest for young cultural ambassadors with Pushkin Card
A new contest for young cultural ambassadors has launched in Sverdlovsk Oblast. The Pushkin Card Ambassadors initiative invites students aged 14 to 21 to promote cultural events among their peers. Organisers include Russia’s Ministry of Culture and the National Priorities ANO. The competition is open to school and university students across the region. Both individuals and teams of three to seven members can take part. Registration runs until 11 May via the project’s chatbot in the Max messaging app, followed by a motivational video submission.
Selected participants will join an online educational accelerator. There, they will study content creation, cultural event promotion, and project management. After training, contestants must visit cultural institutions and publish posts about events on VKontakte. Winners will be chosen in mid-September. Judges will assess post quality, originality, consistency, and audience engagement. The contest ties into broader changes for the Pushkin Card program. Launched in 2021, it currently allows Russians aged 14 to 22 free access to cultural venues. From 2025, the program will shift under the Family national project, as directed by President Vladimir Putin. In 2026, users must update their card details in the Gosuslugi. Culture app to continue seamless ticket purchases for cinemas and other venues.
The Pushkin Card Ambassadors contest encourages young people to engage with and promote cultural activities. Successful participants will gain skills in digital content creation and event management. The program’s integration into the Family national project signals its long-term expansion.
