The Almaty Marathon & UNESCO Launch the Media and Information Literacy Campaign

“Courage to be the First” Corporate Fund, an organiser of the Almaty Marathon, and the UNESCO Regional Office in Almaty are launching a joint information campaign. The Campaign will help develop skills of critical media assessment and respectful intercommunication when participating in sporting events and living a day-to-day life, including when searching the internet.

The Campaign starts on the threshold of the 15^th Almaty Marathon that takes place on 27 September 2026. The organisers are expecting 16,000 participants from more than 60 countries.

Practical guidelines, expert materials, and members’ stories will be published as part of this initiative. These resources will tell about a correct way to share a start line with para-athletes and how to interact with them. They will also teach how to identify stereotypes and respond to offensive or biased comments.

UNESCO supports the development of media and information literacy (MIL) and digital competencies for everyone so that people could take a critical look at information, be safe and responsible while navigating at online environment, and ensure credibility towards our information ecosystem and digital technologies. Ipsos Survey for UNESCO conducted in 2023 among 8 000 full-aged internet users in 16 countries reports that 56% of the respondents called social media one of their primary source of information and news. Meanwhile, 85% were concerned with the disinformation influencing the residents of their countries.

“Running is a part of the urban culture: it unites people and forms communities. This is why events such as the Almaty Marathon have a high educative potential. This partnership provides an opportunity to speak to a wider public about critical assessment of information. We hope that the Campaign will help condemn the stereotypes and spreading unreliable information about the participants of the sport community, but also develop the culture of respectful communication on the internet,” notes Amir Piric, Director of the UNESCO Regional Office in Almaty.

This joint Campaign with UNESCO supplements the work done by “Courage to be the First” Corporate Fund on creating the accessible and respectful environment in sports. The Almaty Marathon organisers hold free training sessions, support women participating in mass running races, and develop the infrastructure that considers the demands of various participants. Charitable projects also contribute to making sports, rehabilitation, and medical aid more accessible to children. More than 30 projects have already received KZT 500M+ since 2012.

“The Almaty Marathon is more than just a single day or a single race. Over the past 15 years, it has formed the community around itself. And the participants of this community support each other all the year round. It is vital to us that everyone feels part of this and can rely on respectful attitude during a work-out session, along the course or in social media. Together with UNESCO we want to help people understand each other better, consider various demands, and be careful of their actions and words. It is a part of our mission on creating a safe and open sport community,” says Saltanat Kazybayeva, Executive Director of “Courage to be the First” Corporate Fund.

Keep track of our news on the website  almaty-marathon.kz and UNESCO Almaty, as well as in social media: @almatymarathon and @unescoalmaty.