Social advertizing in Russian Federation makes people better
Social promotion is not so effective in Russia as it can seem. Even in 1980s social advertizing took essencial place in our life. All Russian citizens who lived in those years remember social booklets and TV spots where ideas of responsibility were declared. The following texts were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for girls” etc. All these social ads were sponsored by SU government and created by governmental institutions. At the moment everything has changed and we may find lots silly social advertising which is supported by official government, non-commercial companies and private persons. Much money is spent every month on different social campaigns which are supported by Russian media campaigns with movie spots, social booklets, logos etc.
A lot of international foundations work on the territory of former Soviet Union and many social ads from different countries are available now in Russia. I am sure that it is really great as we have a unique opportunity to use best Ameriacan 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 visible. That’s why various contests of social advertising are so popular nowadays in former Soviet Union and a lot of professional advertising companies took an active part in such kind of competitions and if you enter tube sites you can find lots of social spots created by the leading Russian firms but usually the visualization of social ideas 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 current situation in Russian Federation and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russian Federation and they know that they should stimulate families to give more births. As an example of social promotion which concentrated on demographic issues we can mention social posters which were placed in Moscow metro with a lady with three children 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.