The publication presents the results of study of the problems of the implementation of the Pushkin Card program among schoolchildren of the Sverdlovsk region. Its relevance is due to the need to increase the level of cultural competence of the young population, as evidenced by the small number of visits by young people to cultural institutions. The purpose of the article is to characterize the problems of involvement of schoolchildren of the Sverdlovsk region over the age of 14 in the «Pushkin Card» program and to identify ways to popularize the Pushkin Card program. The empirical basis of publication is publications on official sources on the Internet. The interests of schoolchildren in relation to cultural events have been studied. A positive assessment of the activities of the Russian state for the development of cultural institutions has been revealed. The results of the study are the low level of connection and use of the "Pushkin Card" by schoolchildren of the Sverdlovsk region and insufficient use of the card in the organization of educational work in educational institutions. It is concluded that it is necessary to increase the interest and motivation of young people to study and perceive cultural values, including through the organization of a volunteer movement aimed at informing schoolchildren about cultural events, increasing the number of events that can be attended within the framework of the Pushkin Card program.