Social promotion in Russian Federation makes Russians better
Social advertizing is not new in Russia as it may seem. Even many years ago social advertising took an important place in everyday life. All Russians who lived in Soviet times remember social posters and television spots where ideas of liability were declared. The following texts were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by Soviet government and made by official institutions. At the moment everything has changed and we may find lots silly social advertising which is supported by Russian government, non-commercial companies and private persons. Much money is spent every month on various social campaigns which are supported by strong media campaigns with video spots, social posters, mottos etc.
A great deal of international non-commercial companies work on the territory of former Soviet Union and many social advertisments from all over the world can ve found now in Russian Federation. I am sure that it is really great as we have a unique chance to use best world experience in the field of social promotion as our own traditions in this area are very weak but we have a great deal of ideas and creative directors who can make all them true. That’s why different contests of social advertizing are so popular now in Russian Federation and a lot of professional advertizing firms took an active part in such kind of competitions and if you enter RuTube you can look for lots of social spots created by the leading local organizations but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social advertisements on alcohol addiction and other problems. But of course, we should always remember about the following situation in the country and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russia and they understand that they should force families to give more births. As an example of social advertizing which concentrated on demographic issues we can state on social posters which were placed in Moscow subway with a woman with three boys on her knees. This post gives more questions rather than gives answers as there is no guy on this poster and the woman looks disappointed.
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.