Social promotion in former Soviet Union makes the world better
Social advertizing is not so effective in Russia as it may seem. Even during the years of Soviet Union social advertising took an important place in usual life. All Russians who lived in those years remember social posters and television spots where messages of responsibility were declared. The following mottos were very popular: “Save Soviet nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social ads were supported by SU government and created by official institutions. At the moment everything has changed and we can find many different social advertising which is supported by official government, non-governmental companies and private persons. Lots of money is spent every week on various social campaigns which are supported by strong media campaigns with video spots, social posters, mottos etc.
Many international foundations work on the territory of Russia and many social ads from different countries can ve found nowadays in Russia. I am sure that it is really good as we have a unique opportunity to use best international experience in the field of social advertizing as our own traditions in this area are very weak but we have a great deal of ideas and creative people who can make all them true. That’s why different competitions of social advertising are so popular today in Russia and lots of professional advertizing companies took an active part in such kind of competitions and if you enter tube sites you can find many social spots created by the leading local firms but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other issues. But of course, we should always remember about the current situation in Russia and the main problems which the government has to sort out. One of such problems is demographic decrease as too many people die in former Soviet Union and they understand that they should force families to give more births. As an example of social promotion which concentrated on demographic problems we can mention social posters which were placed in Moscow metro with a lady with three boys on her knees. This post gives more questions rather than gives answers as there is no man on this poster and the lady 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 television spots and social posters as well as complicated social campaigns.