One goal is probably to show average Russians that the war is not just something which happens somewhere else in the world - a side-note on the news, no need to bother about.

The question why people who do not agree with the government should also pay the price for a war started by their government/country is not specific to this war.

So you want to show it to Russians but not Americans? Why? USA is the nation responsible for most destruction post WW2 around the world, Russia is not even close.