Social advertizing in Russia makes Russians better
Social promotion is not so popular in former Soviet Union as it may seem. Even in 1980s social advertising took essencial place in usual life. All Russian citizens who lived in Soviet times remember social booklets and television spots where messages of responsibility were declared. The following texts were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social ads were sponsored by the government and made by official institutions. Nowadays everything has changed and we can find lots silly social advertising which is supported by official government, non-governmental companies and private persons. Much money is spent every year on different social campaigns which are supported by strong media campaigns with video spots, social posters, mottos etc.
Many international foundations work on the territory of Russian Federation and lots of social advertisments from all over the world can ve found now in Russia. I am sure that it is really importans as we have a unique opportunity to use best international experience in the field of social advertising as our own traditions in this area are very weak but we have a great deal of thoughts and creative directors who can make all them true. That’s why different competitions of social advertising are so popular now in Russia and many professional advertising agencies took an active part in such kind of events and if you enter tube sites you can find lots of social spots shooted by the leading local companies but sometimes the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social ads on tobacco addiction and other issues. But certainly, we should always remember about the current 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 problems we can mention social posters which were placed in Moscow metro with a lady with three girls on her knees. This post is more uncertain rather than gives answers as there is no man on this poster and the lady looks disappointed.
I think that social advertising 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.