Social promotion in former Soviet Union makes us better
Social advertising is not so effective in Russia as it can seem. Even lots of years ago social advertizing took an important place in usual life. All Russian citizens who lived in Soviet times 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 mpther”, “Matches are not toys for girls” etc. All these social advertisments were supported by Soviet government and created by governmental institutions. Nowadays everything has changed and we may find many different social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every week on different social campaigns which are supported by popular media campaigns with video spots, social booklets, texts etc.
A lot of international non-commercial companies work on the territory of Russia and a great deal of social advertisments from all over the world can ve found nowadays in Russia. I am sure that it is really great as we have a unique opportunity to use best international experience in the sphere of social advertising as our own traditions in this field are very weak but we have lots of thoughts and creative directors who can make all them visible. That’s why different competitions of social promotion are so popular today in Russian Federation and many professional promotion agencies took an active part in such kind of competitions and if you enter RuTube you can look for many social spots shooted by the leading Russian companies but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social advertisements on alcohol addiction and other issues. But certainly, we should always remember about the following situation in Russian Federation and the main problems which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russia and they know that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic difficulties 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 guy on this poster and the lady looks not very happy.
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.