Screenshot from Yakovlev's Kickstarter project page.

Vladimir Yakovlev, the founder of Kommersant newspaper and former editor of Snob website, is raising funds for a new Russian independent media project on the crowdfunding platform Kickstarter. The project's description on the Kickstarter page claims the goal is to create a media outlet that will counteract the Russian “state propaganda machine” and help “turn zombies back into people.”

Russia today is torn by hatred caused by a multimillion-dollar state propaganda machine. This is a real danger for an entire world as we know it.
People hate each other. They have a terrible delusion that Russia is surrounded by enemies. Recent murder of opposition politician Boris Nemtsov is just one of numerous casualties of state-funded hatred campaign.
Now, more than ever, we need a new independent media to unite the best journalists by common goal: to stop propaganda of hatred; to find a way to resist the madness that is tearing apart an entire country bringing it closer and closer to a horrible social disaster.
I want to start this new media project as soon as possible. It will be a powerful, formidable, effective multi-media platform free of political control and Kremlin power.
[…]
If Kremlin media is so good in turning people into zombies, why can’t we create a media to turn zombies back to people?