Social advertising in Russian Federation makes you better
Social promotion is not so effective in Russian Federation as it can seem. Even lots of years ago social advertizing took an important place in usual life. All Russian citizens who lived in Soviet times remember social posters and video spots where concepts of liability were declared. The following texts were very popular: “Save our nature, it’s our mpther”, “Matches are not toys for children” etc. All those social ads were sponsored by Soviet government and created by official institutions. At the moment everything has changed and we can find lots silly social advertising which is supported by Russian government, non-governmental organizations and private persons. Much money is spent every year on various social campaigns which are supported by Russian media campaigns with movie spots, social booklets, texts etc.
A lot of international foundations work on the territory of Russia and many social ads from all over the world can ve found now in Russia. I am sure that it is really importans as we have a unique opportunity to use best world experience in the field of social advertizing as our own traditions in this field are very weak but we have lots of ideas and creative people who can make all them effective. That’s why different contests of social advertising are so popular today in Russian Federation and a lot of professional advertising agencies took an active part in such kind of competitions and if you enter tube sites you can search for many social spots shooted by the leading Russian companies but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of popular social videos on alcohol addiction and other issues. But certainly, we should always remember about the following situation in the country 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 understand that they should stimulate families to give more births. As an example of social promotion which concentrated on demographic issues we can state on social posters which were placed in Moscow metro with a woman with 3 boys 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.