Social advertising in Russia makes us better
Social advertizing is not new in Russian Federation as it can seem. Even during the years of Soviet Union social promotion took significant place in our life. All Russians who lived in those years remember social booklets and television spots where messages of responsibility were declared. The following mottos were so much popular: “Save the nature, it’s our motherhood”, “Matches are not toys for girls” etc. All those social advertisments were sponsored by SU government and made by official institutions. At the moment everything has changed and we can find many different social advertising which is supported by official government, non-commercial organizations and private persons. Lots of money is spent every month on various social campaigns which are created by strong media campaigns with video spots, social posters, mottos etc.
A lot of international organizations work on the territory of Russian Federation and a great deal of social advertisments from all over the world can ve found nowadays in Russia. I am sure that it is really good as we have a unique chance to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this field are very weak but we have a great deal of thoughts and creative PR specialists who can make all them effective. That’s why different contests of social promotion are so popular today in Russian Federation and a lot of professional advertizing firms took an active part in such kind of competitions and if you enter tube sites you can look for many social spots created by the leading Russian companies but usually the visualization of social ideas leaves much to be desired. Still there are quite a lot of interesting social ads on alcohol addiction and other problems. But certainly, we should always remember about the current situation in Russian Federation and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russian Federation and they know that they should force people to give more births. As an example of social promotion which concentrated on demographic issues we can mention social posters which were placed in Moscow metro with a lady with 3 girls on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the woman looks sad.
I think that social advertising in Russian Federation just starts its way and in the nearest future we will see lots of great examples of video spots and social posters as well as complicated social campaigns.