Social advertising in Russian Federation makes you better
Social promotion is not so effective in Russian Federation as it may seem. Even many years ago social advertising took essencial place in our life. All Russian citizens who lived in Soviet times remember social booklets and video spots where ideas of responsibility were declared. The following mottos were so much popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for children” etc. All those social advertisments were supported by the government and made by official institutions. At the moment everything has changed and we may find many different social advertising which is sponsored by official government, non-governmental organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by strong media campaigns with video spots, social posters, mottos etc.
A great deal of international non-commercial companies work on the territory of Russian Federation and many social advertisments from different countries are available at the moment in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best world experience in the field of social advertizing as our own traditions in this field are very weak but we have lots of ideas and creative PR specialists who can make all them effective. That’s why different competitions of social promotion are so popular nowadays in Russia and a lot of professional advertising companies took an active part in such kind of competitions and if you enter YouTube you can find many social spots shooted by the leading local organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social movies on tobacco addiction and other problems. But certainly, we should always keep in mind about the following situation in Russia and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should force families to give more births. As an example of social advertising which concentrated on demographic difficulties we can mention social posters which were placed in Moscow metro with a woman with 3 children on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the woman looks disappointed.
I think that social advertizing in Russia just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.