"The headliners. Impact Media is the winner of the First All—Russian Award "Everything for Russia: Communities"

November 7, 2025 — The Headliners Club. Impact Media won the main award of the First All-Russian All-for-Russia Community Leaders and Creators Award.: Communities". The Club is a professional community that unites media market players and industry experts to create and promote content that influences positive social change. The Club forms standards and best practices for socially transformative content, combining international experience with the Russian cultural code.

About the club "Headliners. Impact Media"

The club was created with the strategic partnership of the National Media Group (NMG), ANO Laboratory of Social Communications "Third Sector" and the ecosystem of impact clubs "Headliners". The community consolidates content creators, producers, directors, researchers, and representatives of the film, TV, and digital industries to work together on socially transformative media projects. Among the areas of work:

• an analytical center with open access to cases of successful impact projects;

• Regular discussions with industry leaders on the most relevant topics;

• Project pitchings and acceleration tracks;

• educational programs for a new generation of specialists (together with industrial partners).

Maria Zalunina, Head of CSR at the National Media Group, co-founder of the club: “We believe that media content is capable of creating and influencing positive changes in society. Over the 4 and a half years of the club's existence, the number of units of socially transformative content has increased several times, with the expert participation of club members, 6 large industrial studies of audience requests for impact content, ratings of socially transformative content, a map of stakeholders, a powerful pool of experts, dozens of articles and events dedicated to this topic have appeared. Several methodologies for evaluating the effectiveness of such content have emerged. This is a big positive shift in the media industry and it is encouraging that we are involved in this.”

Mikhail Paley, co-founder of the club "Headliners. Impact Media, founder of the Headliner ecosystem of impact clubs: "The creation of the club opens up new opportunities for promoting impact culture in Russia and beyond. If the media impact is positive and deliberate, all residents of the country will benefit."

Nikita Tikhonov-Rau, director, producer, co-founder of the Headliners club. Impact Media: "Over the past few years, we have seen a multiple-fold increase in the production of not only entertainment, but also semantic, value-oriented, socially transformative content in our country. More than 70 talented and energetic people are members of our club. For all of us, it's not only about a profession, but also about a way of living life. Today, it is safe to say that Russian screenwriters, directors, producers, and showrunners are rapidly developing competencies at the intersection of creativity and social design. This makes our country one of the world leaders in creating and promoting impact content, which is part of an economy built primarily on values. We are glad to be involved in this process”

About the "Everything for Russia" award: Communities"

"Everything for Russia: Communities is a national initiative designed to recognize and support leaders of professional, social, corporate, and volunteer communities. The award becomes an industry benchmark for the development of common standards and the development of the profession of community manager.

Organizers and partners

The main organizer of the Award is the Popular Front. The main operator and methodologist is the All—Russian movement "Inspirers". The co—organizers are the federal project "Rosmolodezh.Take Action", the presidential platform "Russia — the land of opportunities" and the Reputation Management Center. The strategic partner of the project is Dobro.This composition ensures institutional sustainability, integration of best practices, and coverage of key industries, from the youth agenda to corporate volunteerism.