Social advertising in Russia makes you better
Social advertizing is not so popular in former Soviet Union as it may seem. Even lots of years ago social advertising took significant place in usual life. All Russians who lived in those years remember social booklets and video spots where ideas of liability were declared. The following mottos were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All those social advertisments were sponsored by the government and created by governmental institutions. Nowadays everything has changed and we may find lots various social advertising which is sponsored by official government, non-commercial organizations and private persons. Much money is spent every year on different social campaigns which are created by strong media campaigns with video spots, social posters, texts etc.
A great deal of international foundations work on the territory of Russian Federation and many social advertisments from all over the world are available at the moment in Russia. I am sure that it is really importans as we have a unique chance to use best international experience in the field of social advertizing as our own traditions in this area are very weak but we have lots of ideas and creative PR specialists who can make all them true. That’s why various contests of social advertising are so popular today in former Soviet Union and a lot of professional advertising agencies took an active part in such kind of competitions and if you enter tube sites you can search for many social spots shooted 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 tobacco addiction and other problems. But of course, we should always keep in mind about the current situation in the country and the main problems which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should stimulate families 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 three boys on her knees. This post gives more questions rather than gives answers as there is no male on this poster and the woman looks disappointed.
I think that social advertizing in Russian Federation just starts its way and in the nearest future we will see lots of great examples of TV spots and social posters as well as complicated social campaigns.