Social advertising in Russian Federation makes you better
Social advertizing is not so effective in Russia as it may seem. Even during the years of Soviet Union social promotion took essencial place in our life. All Russian citizens who lived in those years remember social booklets and video spots where messages of responsibility were declared. The following texts were so much popular: “Save our nature, it’s our motherhood”, “Matches are not toys for children” etc. All those social advertisments were supported by Soviet government and created by official institutions. Nowadays everything has changed and we may find many silly social advertising which is sponsored by Russian government, non-commercial organizations and private persons. Lots of money is spent every month on various social campaigns which are created by Russian media campaigns with video spots, social booklets, mottos etc.
A lot of international foundations work on the territory of former Soviet Union and a great deal of social ads from all over the world can ve found now in Russian Federation. I am sure that it is really great as we have a unique opportunity to use best world experience in the field of social promotion as our own traditions in this area are very weak but we have many thoughts and creative directors who can make all them visible. That’s why various competitions of social advertizing 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 RuTube you can look for lots of social spots shooted by the leading Russian firms but usually the visualization of social problems leaves much to be desired. Still there are quite a lot of interesting social movies on alcohol addiction and other issues. But of course, we should always remember about the current situation in Russia and the main difficulties which the government has to sort out. One of such problems is demographic decrease as too many people die in Russia and they know that they should stimulate people to give more births. As an example of social advertizing which concentrated on demographic difficulties we can state on social posters which were placed in Moscow subway with a lady with three children on her knees. This post gives more questions rather than gives answers as there is no guy on this poster and the lady looks not very happy.
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.