Social advertising in Russia makes us better
Social promotion is not so effective in former Soviet Union as it can seem. Even in 1980s social advertizing took essencial place in everyday life. All Russians who lived in Soviet times remember social posters and television spots where ideas of liability were declared. The following texts were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were sponsored by Soviet government and created by official institutions. Nowadays everything has changed and we can find lots different social advertising which is supported by official government, non-governmental companies and private persons. Much money is spent every week on different social campaigns which are supported by Russian media campaigns with movie spots, social booklets, texts etc.
A lot of international foundations work on the territory of Russia and a great deal of social advertisments from all over the world can ve found now in Russian Federation. I am sure that it is really importans as we have a unique opportunity to use best international experience in the sphere of social advertising as our own traditions in this area are very weak but we have a great deal of ideas and creative PR specialists who can make all them effective. That’s why various competitions of social advertizing are so popular today in Russia and lots of professional promotion firms took an active part in such kind of events and if you enter YouTube you can look for lots of social spots shooted by the leading local companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other problems. But of course, we should always keep in mind about the current situation in Russian Federation and the main difficulties which the government has to solve. One of such problems is demographic decrease as too many people die in Russia and they understand that they should force families to give more births. As an example of social promotion which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a woman with three children on her knees. This post is more uncertain rather than gives replys as there is no male on this poster and the lady looks sad.
I think that social promotion in former Soviet Union just starts its way and in the nearest future we will see lots of great examples of television spots and social posters as well as complicated social campaigns.