Social advertising in Russian Federation makes you better
Social promotion is not so popular in former Soviet Union as it may seem. Even during the years of Soviet Union social advertising took essencial place in usual life. All Russians who lived in those years remember social booklets and television spots where messages of responsibility were declared. The following texts were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social ads were sponsored by the government and made by official institutions. Nowadays everything has changed and we can find lots silly social advertising which is supported by official government, non-governmental organizations 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, mottos etc.
A great deal of international foundations work on the territory of Russian Federation and many social advertisments from all over the world can ve found at the moment in Russia. I am sure that it is really good as we have a unique chance to use best international experience in the sphere of social advertizing as our own traditions in this area are very weak but we have many ideas and creative people who can make all them effective. That’s why various competitions of social promotion are so popular now in former Soviet Union and a lot of professional advertizing companies took an active part in such kind of competitions and if you enter tube sites you can look for many social spots created by the leading Russian companies but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other problems. But certainly, we should always remember about the current situation in the country and the main difficulties which the government has to deal with. One of such problems is demographic decrease as too many people die in former Soviet Union and they know that they should force families to give more births. As an example of social advertizing which concentrated on demographic issues we can mention social posters which were placed in Moscow metro with a lady with 3 boys on her knees. This post is more uncertain rather than gives replys as there is no man on this poster and the lady looks disappointed.
I think that social advertising 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.