Social advertizing in former Soviet Union makes Russians better
Social advertising is not so effective in Russian Federation as it can seem. Even in 1980s social promotion took essencial place in our life. All Russian citizens who lived in those years remember social booklets and video spots where messages of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social advertisments were sponsored by the government and made by official institutions. Nowadays everything has changed and we may find lots various social advertising which is supported by Russian government, non-governmental organizations and private persons. Lots of money is spent every week on various social campaigns which are supported by strong media campaigns with movie spots, social posters, texts etc.
Many international foundations work on the territory of Russia and many social advertisments from different countries are available at the moment in former Soviet Union. I am sure that it is really great as we have a unique chance to use best world experience in the field of social advertizing as our own traditions in this area are very weak but we have many ideas and creative directors who can make all them effective. That’s why different competitions of social advertizing are so popular today in former Soviet Union and many professional advertising agencies took an active part in such kind of competitions and if you enter YouTube you can find lots of social spots created by the leading local companies but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But of course, we should always keep in mind 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 promotion which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with 3 children on her knees. This post is more uncertain rather than gives replys as there is no man on this poster and the lady looks sad.
I think that social advertising in Russian Federation 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.