Social advertizing in Russian Federation makes us better
Social promotion is not so effective in former Soviet Union as it may seem. Even in 1980s social advertizing took essencial place in everyday life. All Russians who lived in those years remember social posters and TV spots where concepts of liability were declared. The following mottos were very popular: “Save the nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were supported by SU government and created by official institutions. At the moment everything has changed and we may find lots different social advertising which is sponsored by Russian government, non-governmental organizations and private persons. Much money is spent every week on different social campaigns which are supported by Russian media campaigns with video spots, social booklets, logos etc.
A great deal of international foundations work on the territory of former Soviet Union and many social advertisments from different countries are available nowadays in Russian Federation. I am sure that it is really great as we have a unique opportunity to use best world experience in the sphere of social advertising as our own traditions in this area are very weak but we have lots of thoughts and creative directors who can make all them effective. That’s why various competitions of social advertising are so popular now in former Soviet Union and a lot of professional advertizing agencies took an active part in such kind of competitions and if you enter tube sites you can find many social spots created by the leading local organizations but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social ads on alcohol addiction and other issues. But of course, we should always remember about the current situation in Russian Federation and the main difficulties which the government has to solve. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should stimulate 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 lady with three children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks not very happy.
I think that social advertizing in Russia 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.