Social advertizing in Russia makes us better
Social promotion is not so effective in Russian Federation as it can seem. Even during the years of Soviet Union social advertizing took essencial place in our life. All Russians who lived in those years remember social posters and television spots where ideas of responsibility were declared. The following texts were so much popular: “Save our nature, it’s our mpther”, “Matches are not toys for boys” etc. All these social advertisments were supported by Soviet government and created by official institutions. Nowadays everything has changed and we may find many various social advertising which is supported by official government, non-commercial organizations and private persons. Much money is spent every month on various social campaigns which are created by strong media campaigns with video spots, social posters, texts etc.
Many international foundations work on the territory of Russia and a great deal of social advertisments from different countries can ve found nowadays in Russian Federation. I am sure that it is really importans as we have a unique chance to use best international experience in the field of social promotion as our own traditions in this area are very weak but we have a great deal of thoughts and creative PR specialists who can make all them effective. That’s why different competitions of social advertising are so popular now in former Soviet Union and a lot of professional advertizing firms took an active part in such kind of events and if you enter RuTube you can search for many social spots created by the leading Russian firms but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other issues. But certainly, we should always keep in mind about the following situation in Russian Federation and the main problems which the government has to solve. One of such problems is demographic decrease as too many people die in Russian Federation and they know that they should stimulate families to give more births. As an example of social promotion which concentrated on demographic issues we can mention social posters which were placed in Moscow subway with a lady with 3 girls 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 video spots and social posters as well as complicated social campaigns.