Social advertising in Russia makes you better
Social advertizing is not so popular in Russia as it can seem. Even lots of years ago social promotion took significant 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 very popular: “Save the nature, it’s our mpther”, “Matches are not toys for girls” etc. All these social ads were sponsored by the government and made by official institutions. At the moment everything has changed and we may find many silly social advertising which is supported by official government, non-commercial companies and private persons. Lots of money is spent every month on different social campaigns which are supported by strong media campaigns with movie spots, social posters, mottos etc.
A great deal of international non-commercial companies work on the territory of Russia and a great deal of social advertisments from different countries are available now in former Soviet Union. I am sure that it is really importans as we have a unique opportunity to use best world experience in the sphere of social advertising as our own traditions in this field are very weak but we have many thoughts and creative people who can make all them visible. That’s why different contests of social promotion are so popular now in Russian Federation and a lot of professional advertising firms took an active part in such kind of competitions and if you enter YouTube 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 popular social videos on tobacco addiction and other problems. But of course, we should always remember about the current situation in the country and the main difficulties which the government has to sort out. One of such difficulties is demographic decrease as too many people die in former Soviet Union and they understand that they should force people 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 woman with 3 children on her knees. This post gives more questions rather than gives replys as there is no guy on this poster and the lady looks not very happy.
I think that social promotion in Russia 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.