Social advertising in Russian Federation makes people better
Social advertising is not so effective in Russian Federation as it may seem. Even many years ago social promotion took essencial place in everyday life. All Russians who lived in Soviet times remember social posters and video spots where ideas of responsibility were declared. The following texts were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for girls” etc. All these social advertisments were sponsored by SU government and made by governmental institutions. Nowadays everything has changed and we can find many silly social advertising which is supported by official government, non-governmental organizations and private persons. Lots of money is spent every year on various social campaigns which are created by Russian media campaigns with movie spots, social posters, logos etc.
Many international foundations work on the territory of former Soviet Union and lots of social advertisments from all over the world can ve found at the moment in former Soviet Union. I am sure that it is really good as we have a unique opportunity to use best world experience in the sphere of social advertising as our own traditions in this field are very weak but we have many thoughts and creative PR specialists who can make all them true. That’s why various competitions of social promotion are so popular nowadays in former Soviet Union and lots of professional promotion firms took an active part in such kind of competitions and if you enter YouTube you can look for lots of social spots shooted by the leading local companies but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social videos on alcohol addiction and other problems. But of course, we should always keep in mind about the following 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 former Soviet Union and they know that they should force families to give more births. As an example of social advertising which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a lady 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 lady looks not very happy.
I think that social advertising in former Soviet Union 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.