The article discusses the transformation of the proper name into a precedent phenomenon on the material of media texts dedicated to the Swedish eco-activist Greta Thunberg for the period from September 2019 (her speech at the UN) to March 2020 (the announcement of the WHO pandemic). Representation of the phenomenon of Greta Thunberg is a professionally organized information campaign with elements of PR positioning. As a result of mediation, the proper name gains the status of a precedent, receives additional connotations, and acquires a wide range of semantic increments from the object of the cartoon to the sacred symbol.