“Janylanuu” campaign was aimed to ensure young people’s contributions to improve life in their society. Through reinforcement of the same idea in each activity, this umbrella activity would strengthen the messages and create synergies around each of the ten activities among the urban population of Bishkek, youth of vulnerable novostroikas and marginalized inter-ethnic communities as well ass political leaders. A special branding was developed for the campaign that was used by all stakeholders of the project in conducting their events. The media component of the project used traditional media (TV/Radio/Print) and new media – social networks (facebook) to cover all events under an umbrella of Janylanuu brand to cause a multiplier effect among the broader Kyrgyzstan society by promoting political and social civic responsibility. There was defined a set of media tools for promoting the Janylanuu campaign and each of its components: TV and radio PSAs, TV stories; print media – newspaper articles; on-line media – banners allocation; TV stories; press conferences; POS materials.