Social promotion in former Soviet Union makes people better
Social advertizing is not so popular in Russian Federation as it may seem. Even during the years of Soviet Union social advertizing took significant place in our life. All Russians who lived in those years remember social posters and television spots where messages of liability were declared. The following mottos were so much popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were supported by Soviet government and made by governmental institutions. At the moment everything has changed and we may find lots various social advertising which is supported by Russian government, non-commercial organizations and private persons. Lots of money is spent every month on various social campaigns which are created by popular media campaigns with video spots, social booklets, texts etc.
A lot of international foundations work on the territory of former Soviet Union and lots of social ads from all over the world can ve found now in Russia. I am sure that it is really importans as we have a unique opportunity to use best international experience in the field of social advertizing as our own traditions in this field are very weak but we have a great deal of ideas and creative people who can make all them visible. That’s why various competitions of social advertising are so popular now in Russian Federation and a lot of professional advertising agencies took an active part in such kind of competitions and if you enter tube sites you can find lots of social spots shooted by the leading local organizations but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social videos on tobacco addiction and other problems. But of course, we should always keep in mind about the following situation in the country and the main problems which the government has to deal with. One of such difficulties is demographic decrease as too many people die in Russia and they know 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 subway with a woman with three girls on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the woman looks sad.
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 video spots and social posters as well as complicated social campaigns.