Social advertising in former Soviet Union makes people better
Social advertizing is not so popular in Russia as it may seem. Even many years ago social advertising took essencial place in everyday life. All Russians who lived in Soviet times remember social booklets and television spots where messages of liability were declared. The following mottos were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All those social advertisments were sponsored by SU government and created by governmental institutions. At the moment everything has changed and we can find many various social advertising which is supported by official government, non-governmental organizations and private persons. Lots of money is spent every month on different social campaigns which are supported by popular media campaigns with video spots, social booklets, texts etc.
A lot of international organizations work on the territory of Russia and many social ads from all over the world can ve found at the moment in Russia. I am sure that it is really importans as we have a unique chance to use best world experience in the field of social advertising as our own traditions in this sphere are very weak but we have many thoughts and creative PR specialists who can make all them visible. That’s why various contests of social advertising are so popular today in Russian Federation and lots of professional promotion agencies took an active part in such kind of competitions and if you enter YouTube you can find lots of social spots shooted by the leading local companies but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But certainly, we should always remember about the current situation in Russian Federation 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 know that they should stimulate families to give more births. As an example of social promotion 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 answers as there is no man on this poster and the woman looks disappointed.
I think that social promotion 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.