Social advertizing in former Soviet Union makes us better
Social advertising is not so effective in Russia as it may seem. Even in 1980s social promotion took significant place in usual life. All Russian citizens who lived in those years remember social booklets and video spots where messages of liability were declared. The following mottos were very popular: “Save the nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social advertisments were supported by the government and created by official institutions. At the moment everything has changed and we may find many silly social advertising which is supported by Russian government, non-commercial organizations and private persons. Lots of money is spent every year on various social campaigns which are supported by strong media campaigns with video spots, social booklets, mottos etc.
Many international organizations work on the territory of former Soviet Union and many social ads from different countries can ve found now in Russian Federation. I am sure that it is really good as we have a unique opportunity to use best world experience in the sphere of social advertizing as our own traditions in this area are very weak but we have a great deal of thoughts and creative PR specialists who can make all them true. That’s why different contests of social advertising are so popular now in Russia and lots of professional advertizing agencies took an active part in such kind of competitions and if you enter RuTube you can search for many social spots created by the leading Russian organizations but usually the visualization of social messages leaves much to be desired. Still there are quite a lot of popular social movies on alcohol addiction and other problems. But certainly, we should always remember about the following situation in Russian Federation and the main problems which the government has to sort out. One of such difficulties is demographic decrease as too many people die in Russian Federation and they know that they should stimulate people 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 metro with a lady with 3 boys on her knees. This post gives more questions rather than gives replys as there is no man on this poster and the woman looks sad.
I think that social advertising 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.