Social advertising in former Soviet Union makes people better
Social advertizing is not so popular in Russian Federation as it may seem. Even lots of years ago social advertizing took significant place in everyday life. All Russian citizens who lived in those years remember social booklets and television spots where messages of responsibility were declared. The following mottos were so much popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social ads were supported by Soviet government and created by official institutions. At the moment everything has changed and we can find many various social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with movie spots, social booklets, texts etc.
Many international non-commercial companies work on the territory of Russian Federation and a great deal of social ads from different countries are available at the moment in Russia. I am sure that it is really great as we have a unique chance to use best world experience in the sphere of social promotion as our own traditions in this sphere are very weak but we have many ideas and creative PR specialists who can make all them effective. That’s why various competitions of social advertising are so popular nowadays in former Soviet Union and many professional advertising companies took an active part in such kind of competitions and if you enter RuTube you can search for many social spots shooted by the leading local organizations but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social ads on tobacco addiction and other issues. But of course, we should always remember 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 Russian Federation and they understand that they should stimulate people 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 woman with 3 children on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the lady 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 video spots and social posters as well as complicated social campaigns.