Nikolayshvili, Guzella Gennadyevna

Guzella Nikolayshvili was born in Sverdlovsk in 1961. In 1984 she graduated from the Ural State Conservatory with a degree in musicology and teaching. After studying, she worked in the Sverdlovsk Committee on Television and Radio Broadcasting. From 1989 to 2002 she was the music editor and head of the advertising department of the Sverdlovsk film studio . She was also the head of the autonomous non-profit organization "Center for Social and Political Projects in the Field of Culture, Art and Education" XXI Century ". For two years she taught at the Ural State University. She participated in election campaigns at the municipal and regional levels.

Since 2002 - lecturer at the Higher School of Economics , associate professor of the Department of Integrated Communications.

She founded the autonomous non-profit organization " Laboratory of social advertising " in 2002. At the same time, she headed the press service of two state motor rallies of the magazine “ Behind the Wheel ”.

In 2003, she founded an informational and analytical Internet portal dedicated to social advertising.

Since 2008, participates in the Coordinating Council of the Coalition of Nonprofit Organizations to Promote the Development of Social Advertising in Russia.

He is the head of the international project "Improving the effectiveness of social advertising in Russia", the organizer of the festival "LIME".

The author of several textbooks on social advertising. She also published about 60 materials and a flock in various Russian and foreign media. Conducts trainings and seminars on social advertising.

Social Advertising Lab

Guzella Nikolayshvili founded in 2002 the autonomous non-profit organization Laboratory of Social Advertising . She is engaged in the production and information support of promotional products and events on social topics. He also holds educational programs. According to the founders, the organization’s task is to contribute to solving urgent problems of society through building effective communications between all participants in the social advertising market and social PR in Russia.

In 2015, with the support of the organization, the first social advertising campaign in the country aimed at protecting women's rights was held in Kyrgyzstan ^[1] .

According to the Catalog of social enterprises, it belongs to non-profit organizations of a social orientation ^[2] .

LIMM Social Advertising Festival

The LIMM social advertising festival has been held in Moscow since 2010. Participation in the festival is free. Evaluate the submitted work by Russian and foreign experts. For five years, the festival saw hundreds of social commercials from Russia, Armenia, the Republic of Belarus, Spain, Brazil, and the United States.

In 2015, the festival received about 700 works on the topics of ecology, animal welfare, drug prevention, Internet addiction and alcoholism.

There are several nominations at the festival. The organizers present a separate prize to the authors of social advertising who are not yet 18 years old.

In 2010, Nikolayshvili criticized the Krasnoyarsk Territory Administration for creating social videos about the dangers of drug addiction. In her opinion, the work of the Krasnoyarsk authorities can cause positive associations in children with the use of alcohol and drugs, and only a few children will draw opposite conclusions. She was very surprised that the work was ordered by officials, and noted that the financing of the censored slogan lies beyond good and evil ^{[3] [4]} .

• Russian Social Entrepreneurs Directory
• Guzella Nikolayshvili's biography on the website of the Chamber of Commerce and Industry of Russia
• Winners of the second Moscow festival of social advertising "LIME"
• The plot of the festival "LIME" at RIA Novosti