Social advertizing in Russia makes us better
Social promotion is not so popular in former Soviet Union as it can seem. Even in 1980s social advertising took significant place in usual life. All Russians who lived in Soviet times remember social posters and video spots where messages of responsibility were declared. The following mottos were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All these social advertisments were supported by the government and made by official institutions. At the moment everything has changed and we can find lots silly social advertising which is sponsored by Russian government, non-commercial companies and private persons. Much money is spent every month on different social campaigns which are created by strong media campaigns with movie spots, social booklets, mottos etc.
A lot of international organizations work on the territory of Russia and a great deal of social ads from all over the world are available nowadays in former Soviet Union. I am sure that it is really great as we have a unique opportunity to use best world experience in the sphere of social promotion as our own traditions in this sphere are very weak but we have a great deal of thoughts and creative people who can make all them effective. That’s why different competitions of social advertizing are so popular today in Russian Federation and a lot of professional promotion 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 Russian companies but usually 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 issues. But certainly, we should always keep in mind about the current situation in Russian Federation and the main difficulties which the government has to deal with. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they know that they should stimulate families to give more births. As an example of social advertising which concentrated on demographic problems we can state on social posters which were placed in Moscow subway with a woman with three children on her knees. This post is more uncertain rather than gives replys as there is no guy on this poster and the woman looks disappointed.
I think that social advertizing in Russia 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.