Summary. Public activism is a significant phenomenon of modern society, manifested in the active engagement of citizens in addressing social, political, and economic issues. The article examines various aspects of public activism, including its main characteristics in the context of institutional and practical dimensions.One of the key aspects of civil activism is its expression in different spheres of relations between citizens and authorities. In particular, the article discusses the dynamics of "citizen-citizen" and "citizen-authority" interactions in the context of public activism. Studying these relationships allows us to understand how public activism influences democratic processes and the development of civil society. In addition, the article also analyzes the transformation of public activism after 2014, particularly in the context of the events of the Ukrainian Revolution of Dignity. These events played a significant role in shaping a new institution of society, where civil activism became one of the influential forces impacting political processes and reforms. The peculiarities of the institutional approach to the study of public activism are also examined in detail in the article. The distinctiveness of this approach lies in analyzing public activism as a social institution that interacts with other institutions. Key words: public activism, institution of society, public, transformations of society, activity, civil society.

<p style="text-align: justify;">The purpose of the study was to identify how the Personal Branding Marathon with the involvement of the Ethics Supervisory Committee could influence the teacher self-branding in the settings of the digital environment if the ethics of communication is given paramount importance. The study used qualitative and quantitative methods such as a semi-structured in-depth interview, a self-assessment checklist, and an expert assessment checklist. The Triangular Assessment Method was used to obtain participants’ judgments about the importance of every specified component of the self-branding viewed from their perspective in terms of implementation. The yielded data were processed using the IBM SPSS Statistics 25.0.0.1. Software. The novelty of the study lies in the way the teacher self-branding was organised and delivered. The Marathon created a community of individuals with similar needs and the environment facilitated and assisted by the experts to put the teachers in the ‘point of no return’ situation. The Marathon with the involvement of the Ethics Supervisory Committee was found to positively influence the teacher self-branding in the settings of the digital environment if the ethics of communication is given paramount importance. The intervention raised the teachers’ awareness of self-branding, enhanced/upgraded the tools and strategies of self-branding, and improved their communication and communication ethics, particularly. The teachers became more professionally advantaged, self-efficient, and confident as individuals. The intervention was found to help the teachers built-up a strong self-brand on the Internet and at the workplace. They also improved their communication skills in terms of ethics as the participants were assisted by the communication expert.</p>