Social advertising in Russian Federation makes the world better
Social advertizing is not so popular in Russian Federation as it may seem. Even in 1980s social advertising took an important place in everyday life. All Russians who lived in Soviet times remember social booklets and video spots where ideas of liability were declared. The following mottos were very popular: “Save our nature, it’s our motherhood”, “Matches are not toys for boys” etc. All these social ads were sponsored by SU government and created by governmental institutions. Nowadays everything has changed and we can find lots different social advertising which is sponsored by Russian government, non-governmental organizations and private persons. Much money is spent every year on different social campaigns which are supported by popular media campaigns with movie spots, social posters, logos etc.
A lot of international organizations work on the territory of Russian Federation and many social advertisments from all over the world can ve found nowadays in Russian Federation. I am sure that it is really importans as we have a unique opportunity to use best Ameriacan experience in the sphere of social advertizing as our own traditions in this field are very weak but we have lots of ideas and creative PR specialists who can make all them visible. That’s why various competitions of social advertizing are so popular now in former Soviet Union and a lot of professional promotion agencies took an active part in such kind of events and if you enter RuTube you can look for many social spots created by the leading Russian organizations but sometimes the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social ads on tobacco addiction and other problems. But of course, we should always keep in mind about the following situation in the country and the main problems which the government has to deal with. One of such problems is demographic decrease as too many people die in former Soviet Union and they know that they should force families to give more births. As an example of social promotion which concentrated on demographic problems we can mention social posters which were placed in Moscow metro with a lady with 3 children on her knees. This post is more uncertain rather than gives answers as there is no guy on this poster and the lady looks disappointed.
I think that social advertising in former Soviet Union 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.