Social advertising in Russian Federation makes you better
Social advertising is not so effective in former Soviet Union as it may seem. Even lots of years ago social advertising took significant place in everyday life. All Russians who lived in Soviet times remember social posters and TV spots where messages of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social advertisments were sponsored by the government and made by official institutions. At the moment everything has changed and we can find lots various social advertising which is supported by Russian government, non-commercial organizations and private persons. Lots of money is spent every year on various social campaigns which are supported by Russian media campaigns with video spots, social posters, logos etc.
Many international organizations work on the territory of Russian Federation and a great deal of social advertisments from different countries are available nowadays in Russia. I am sure that it is really great as we have a unique opportunity to use best international experience in the field of social advertising as our own traditions in this sphere are very weak but we have many thoughts and creative people who can make all them visible. That’s why different competitions of social promotion are so popular today in former Soviet Union and many professional advertizing 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 Russian organizations but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other issues. But certainly, we should always remember 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 Russia and they understand that they should force people to give more births. As an example of social advertizing which concentrated on demographic difficulties we can state on social posters which were placed in Moscow metro with a woman with 3 girls on her knees. This post gives more questions rather than gives answers as there is no guy on this poster and the woman looks sad.
I think that social promotion in Russia 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.