Content Strategy
Obyasnyaem.RF
Obyasnyaem.RF is a national platform for explanatory journalism on social media.
Challenge: Create a single authoritative source of timely, human-centered information to fight disinformation and explain government initiatives amid high social uncertainty.
Solution: We transformed a crisis tool into a full-scale service navigator covering 14 socially important areas—from family support to cybersecurity. The foundation was a “service explainer” model: turning complex laws into clear action steps and creative formats.
To ensure “zero tolerance for errors,” we implemented a multi-level fact-checking system and an ultra-fast content production mode.
Result: The project became Russia’s main verified source of explanatory journalism.
Over 2.8 billion contacts and 564 million organic reach in a year.
The audience grew to 1.9 million loyal subscribers, and the virality index reached nearly 2 million reposts.