The article deals of the fact that at present, in order to preserve state sovereignty, it is important to increase the level of civic education of citizens and their knowledge of the electoral process. The purpose of this work is to study the main narratives of social advertising of election campaigns. The research object is the materials of the election campaign for the post of President of the Russian Federation in 2024 in the context of electoral innovations. The subject of the study are the narrativs of videofiles in the format of social advertising, shot by order of The Central Election Commission of the Russian Federation for the 2024 Presidential campaign. 17 videos were reviewed (classified as motivational (the main appeal is the importance of participating in elections), gaming (small films with a three-act plot structure) and animated (a series of cartoons that are a guide to the topic of the electoral process in Russia)) and a special episode of the animated series “New Prostokvashino”. It’s concluded that the main narratives related to innovations are the desire in the stories to focus on increasing civic participation, as well as increasing awareness of the election process and voting procedure; the universality of the dissemination of this information; a variety of channels for the dissemination of materials.

The article deals of the fact that at present, in order to preserve state sovereignty, it is important to increase the level of civic education of citizens and their knowledge of the electoral process. The purpose of this work is to study the main narratives of social advertising of election campaigns. The research object is the materials of the election campaign for the post of President of the Russian Federation in 2024 in the context of electoral innovations. The subject of the study are the narrativs of videofiles in the format of social advertising, shot by order of The Central Election Commission of the Russian Federation for the 2024 Presidential campaign. 17 videos were reviewed (classified as motivational (the main appeal is the importance of participating in elections), gaming (small films with a three-act plot structure) and animated (a series of cartoons that are a guide to the topic of the electoral process in Russia)) and a special episode of the animated series “New Prostokvashino”. It’s concluded that the main narratives related to innovations are the desire in the stories to focus on increasing civic participation, as well as increasing awareness of the election process and voting procedure; the universality of the dissemination of this information; a variety of channels for the dissemination of materials.