Social advertising in Russian Federation makes you better
Social advertizing is not so effective in Russia as it may seem. Even in 1980s social promotion took significant place in usual life. All Russians who lived in Soviet times remember social posters and TV spots where concepts of liability were declared. The following mottos were so much popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social ads were sponsored by Soviet government and made by official institutions. At the moment everything has changed and we can find many silly social advertising which is sponsored by Russian government, non-governmental companies and private persons. Much money is spent every year on different social campaigns which are created by popular media campaigns with movie spots, social booklets, texts etc.
Many international non-commercial companies work on the territory of Russian Federation and lots of social ads from different countries are available nowadays in former Soviet Union. I am sure that it is really great as we have a unique chance to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this field are very weak but we have many ideas and creative people who can make all them visible. That’s why different contests of social promotion are so popular nowadays in Russia and lots of professional promotion companies took an active part in such kind of events and if you enter YouTube you can search for lots of 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 interesting social ads on tobacco addiction and other problems. But certainly, we should always remember about the following situation in the country and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they understand that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic problems we can mention social posters which were placed in Moscow subway with a lady with 3 children on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman looks not very happy.
I think that social advertizing in Russia 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.