Social advertising in Russia makes the world better
Social advertising is not so popular in Russia as it can seem. Even in 1980s social advertising took essencial place in usual life. All Russians who lived in those years remember social posters and video spots where ideas of responsibility were declared. The following texts were very popular: “Save Soviet nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social ads were supported by SU government and made by official institutions. Nowadays everything has changed and we can find many silly social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every week on different social campaigns which are supported by strong media campaigns with movie spots, social posters, logos etc.
Many international organizations work on the territory of former Soviet Union and lots of social ads from different countries are available nowadays in former Soviet Union. I am sure that it is really importans as we have a unique chance to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this area are very weak but we have a great deal of ideas and creative people who can make all them true. That’s why different competitions of social advertizing are so popular now in Russian Federation and a lot of professional promotion firms took an active part in such kind of events and if you enter YouTube you can look for lots of social spots shooted by the leading local firms but sometimes the visualization of social messages leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other problems. But certainly, we should always keep in mind 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 Russian Federation 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 mention social posters which were placed in Moscow metro 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 sad.
I think that social promotion in Russian Federation 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.